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TM 10-1 Copyright © 1999 Addison Wesley Longman, Inc. Social Influence Principles  The automaticity principle  The commitment and consistency principle.

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Presentation on theme: "TM 10-1 Copyright © 1999 Addison Wesley Longman, Inc. Social Influence Principles  The automaticity principle  The commitment and consistency principle."— Presentation transcript:

1 TM 10-1 Copyright © 1999 Addison Wesley Longman, Inc. Social Influence Principles  The automaticity principle  The commitment and consistency principle  The reciprocity principle  The scarcity principle  The social validation principle  The liking principle  The authority principle

2 TM 10-2 Copyright © 1999 Addison Wesley Longman, Inc.

3 TM 10-3 Copyright © 1999 Addison Wesley Longman, Inc.

4 TM 10-4 Copyright © 1999 Addison Wesley Longman, Inc. Proportion of people complying with target request

5 TM 10-5 Copyright © 1999 Addison Wesley Longman, Inc.

6 TM 10-6 Copyright © 1999 Addison Wesley Longman, Inc.

7 TM 10-7 Copyright © 1999 Addison Wesley Longman, Inc.

8 TM 10-8 Copyright © 1999 Addison Wesley Longman, Inc. Proportion of people complying with target request

9 TM 10-9 Copyright © 1999 Addison Wesley Longman, Inc. The low-ball technique Low-ball Control Low-ball Foot-in-the-door Control Experiment 1 Experiment 2

10 TM 10-10 Copyright © 1999 Addison Wesley Longman, Inc. The low-ball technique Low-ball Low-ball Control High Volition Low Volition Experiment 3

11 TM 10-11 Copyright © 1999 Addison Wesley Longman, Inc.

12 TM 10-12 Copyright © 1999 Addison Wesley Longman, Inc.

13 TM 10-13 Copyright © 1999 Addison Wesley Longman, Inc.

14 TM 10-14 Copyright © 1999 Addison Wesley Longman, Inc. The door in the face technique Door in the Exposure Target Door in the Two Target- Face Control Request Face Requester Request Only Control Control Only Control Experiment 1 Experiment 2

15 TM 10-15 Copyright © 1999 Addison Wesley Longman, Inc. The door-in-the-face technique Door in the Equivalent Target Face Request Control Control Experiment 3

16 TM 10-16 Copyright © 1999 Addison Wesley Longman, Inc. Foot in the door versus door in the face: When is each effective? Low-ball Low-ball Control High Volition Low Volition Experiment 3

17 TM 10-17 Copyright © 1999 Addison Wesley Longman, Inc.

18 TM 10-18 Copyright © 1999 Addison Wesley Longman, Inc.

19 TM 10-19 Copyright © 1999 Addison Wesley Longman, Inc.

20 TM 10-20 Copyright © 1999 Addison Wesley Longman, Inc.

21 TM 10-21 Copyright © 1999 Addison Wesley Longman, Inc.

22 TM 10-22 Copyright © 1999 Addison Wesley Longman, Inc.

23 TM 10-23 Copyright © 1999 Addison Wesley Longman, Inc. Product Desirability Reason for change

24 TM 10-24 Copyright © 1999 Addison Wesley Longman, Inc.

25 TM 10-25 Copyright © 1999 Addison Wesley Longman, Inc. Social Validation...

26 TM 10-26 Copyright © 1999 Addison Wesley Longman, Inc.

27 TM 10-27 Copyright © 1999 Addison Wesley Longman, Inc.

28 TM 10-28 Copyright © 1999 Addison Wesley Longman, Inc.

29 TM 10-29 Copyright © 1999 Addison Wesley Longman, Inc.

30 TM 10-30 Copyright © 1999 Addison Wesley Longman, Inc.

31 TM 10-31 Copyright © 1999 Addison Wesley Longman, Inc.

32 TM 10-32 Copyright © 1999 Addison Wesley Longman, Inc. Liking 1. Physical Attractiveness 2. Similarity 3. Impression Management a. Ingratiation b. Indirect Association

33 TM 10-33 Copyright © 1999 Addison Wesley Longman, Inc. The Liking Principle Similarity...

34 TM 10-34 Copyright © 1999 Addison Wesley Longman, Inc.

35 TM 10-35 Copyright © 1999 Addison Wesley Longman, Inc.

36 TM 10-36 Copyright © 1999 Addison Wesley Longman, Inc. Authority Milgram (1963) Slight Shock0 Moderate Shock0 Strong Shock0 Very Strong Shock0 Intense Shock12.5 Extreme Intensity Shock20.0 Danger: Severe Shock2.5 XXX Maximum (450 volts)65.0

37 TM 10-37 Copyright © 1999 Addison Wesley Longman, Inc. The authority principle…How far would you go? Button Labels Proportion of people pressing each button

38 TM 10-38 Copyright © 1999 Addison Wesley Longman, Inc. Authority The Milgram obedience experiment has been replicated in: Germany Holland Spain Italy Australia Jordan

39 TM 10-39 Copyright © 1999 Addison Wesley Longman, Inc.

40 TM 10-40 Copyright © 1999 Addison Wesley Longman, Inc. Summary Weapons of Influence: 1. Commitment and consistency a. The foot-in-the-door effect b. The low ball effect 2. Reciprocity a. The door-in-the-face effect b. The that’s-not-all effect 3. Social Validation 4. Scarcity 5. Liking 6. Authority

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