Human Behaviour

Unit 3 - Psychology

Behaviourism

The theory that the study of the human mind should be based on people's actions and behaviour, and not on what they say that they think or feel

Compliance

A type of **social influence** where an individual does what someone else wants them to do, following his or her request or suggestion. It is not an order or demand.

Elaboration Likelihood Model

A model of persuasion that proposes two routes to attitude change - the central and peripheral routes

Hovland-Yale Model

• “Who said what to whom”

• A model of persuasion that emphasizes the role of communication in changing attitudes.

• Highlights the source, message, and audience.

Sabido Method

• Known as prosocial media

• Stimulating positive change in social attitudes and behaviours through commercial television and radio programming

Social Cognitive Theory

Assumes that humans learn behaviour through **observational learning.** People can learn by watching and imitating the behaviour of models

The Sabido Method - Long Running

Allows **time** for the audience to **form bonds** with the characters

The Sabido Method - Melodrama

• Addresses emotionally charged issues in an entertaining way

• Emotion influence behaviour more than cognitive information

The Sabido Method - Real People, Real Lives

Realistic Role Models

The Sabido Method - 3 Types of Characters

Positive + Negative Role Models

• Embodies either positive/negative behaviours

• Does not change throughout the drama

  • Repeatedly rewarded/punished

Transitional Characters

• Neither positive nor negative (in the middle)

• Evolution towards the desired behaviour is a model for the audience

The Factors of the Hovland-Yale Model

Source, Message, Audience

Hovland-Yale Model - The Source

• Credibility

  • Expertise

  • Trustworthiness

• Attractiveness

  • Similarities

  • Appearance

Hovland-Yale Model - The Message

• Structure - How is it said?

• Content - What does it say?

• Frame - What is the context?

Hovland-Yale Model - The Audience

• Education

• Interest (message more effective when “tailored”

• Age and Gender (younger: 18-25 - most easily influenced)

Two Routes of The Elaboration Likelihood Model

Central route and peripheral route

Elaboration Likelihood Model - Central Route

• Persuaded by the message itself

• Thinking critically

• Recipient has high motivation and ability

Elaboration Likelihood Model - Peripheral Route

• Persuaded by factors other than the message

• Do not think much, swayed by non-content cues

• Most effective when there is little time to think about the message

6 Principals of Compliance

Reciprocity, authority, consensus, scarcity, commitment and consistency, liking

Compliance - Principal of Liking

• Ingratiation - presented in a way the recipient will like

• Personal appeal - appeal to feelings/loyalty/friendship

Compliance - Principal of Scarcity

• Play hard to get (scarce, so more valuable)

• Deadline (limited time to buy)

Compliance - Principal of Consensus

• Bandwagon (present people with similar characteristics)

• Statistics

Compliance - Principal of Authority

Using professionals, authorities, or celebrities

Compliance - Principal of commitment/consistency

Foot-in-the-door - small request, then followed up with large (actual) request

Compliance - Principal of Reciprocity

Door in the face - large requested, than smaller (actual) request

Classical Conditioning

Type of learning where a **neutral stimulus** is repeatedly paired with a stimulus that naturally elicits a response, until the neutral stimulus alone elicits the response.

Social Influence

• The process by which individuals' attitudes, beliefs, or behaviours are affected by others.

• Can occur through various forms such as conformity, compliance, and obedience.