SOCIAL PSYCH 2!

What is Social influence?

Our thoughts, beliefs, and behaviors are altered through interactions with our social world

Why are we Susceptible to social influence?

Cuz we’re adaptive to meet the demands of our surroundings or else we’ll be left behind

What is Persuasion?

Influencing someone’s:

• Thoughts,

• Behaviors,

• Attitudes,

• Intentions,

• Motivations,

• Beliefs

What is Persuasion considered a specialty topic in?

• and what’s it a kind of?

Social psychology

• Social influence

What are the 5 steps of the Persuasion model?

1. We have to pay attention to the message (so if you're not paying attention you won't be persuaded)

2. If you payed attention + comprehended it then do you believe it? If you don't you won't be persuaded + vice verse.

3. If you believe it, then is it convincing enough to remember?

4. If you do remember this piece of info we use to shape our cognitions, then will we behave according to that?

5. If we do behave accordingly then there will be a new action from us.

What are the 2 Routes of persuasion?

• Central route

• Peripheral route

What 2 things make up the Central route of persuasion?

• The thoughtful consideration of the persuading message that you receive

• Evaluating the accuracy, and the pros + cons of matching your actions/thoughts to the persuader

What does the Central route of persuasion put a lot of thought into?

The Comprehension + Belief sections of the persuasion model.

What is the Peripheral route of persuasion?

• and whats it often a result of?

It’s where Persuasion/influence occurs because of subliminal/subconscious levels

• Incidental cues that don’t require much thought to accept + aren’t always coincidental/accidental

What’s an Example of the Peripheral route of persuasion?

A voter supporting a political party because the running politician is physically attractive, OR getting convinced to buy a kitchen gadget/weirdly gendered product

What’s the Audience like in Route 1 (Central route) of the Persuasion model?

Analytical + Motivated

What’s the Processing like in Route 1 (Central route) of the Persuasion model?

The Audience:

• Put in High effort to understand

• Are Elaborate

• Agree or Counter-argue

What’s the Persuasion as a result like in Route 1 (Central route) of the Persuasion model?

Cogent arguments evoke enduring agreement

What’s the Audience like in Route 2 (Peripheral route) of the Persuasion model?

Not analytical or Involved

What’s the Processing like in Route 2 (Peripheral route) of the Persuasion model?

The Audience:

• Puts in Low effort

• Use peripheral cues

• Have a rule of thumb heuristic

What’s the Persuasion as a result like in Route 2 (Peripheral route) of the Persuasion model?

Cues trigger liking + acceptance but often only temporarily

What does the Dual processing theory say?

• and whats it does it have to do with persuasion?

That Thoughts can arise in 2 different ways

• It says that it's rare we’re solely central/peripheral route thinkers, but instead we’re often doing both (And sometimes it’s a good idea to pick which route we wanna use.)

Why is Persuasion not a rare social pressure?

Cuz we’re all susceptible to persuasion + we’re persuaded every day since its a fundamental social function

Is Persuasion only negative?

NO! There are also many positive applications

Is all Persuasion on purpose?

No, some instances are accidental

(Like, Wonyoung saying she likes Dubai chocolate then it getting sold out :()

Who is Persuasion sometimes vital for?

To the survival of a group of people + maintaining order in a society/community

Why is not all Persuasion effective?

Because we have Selective exposure

What is Selective Exposure?

• and how does it relate to persuasion?

The extent to which people’s attitudes bias the information they expose themselves to

• Info that aligns with Ppl’s attitude is more likely to be accepted + possibly lead to persuasion, and the opposite is true.

What is Selective Attention?

• and how does it relate to persuasion?

The extent to which people’s attitudes inform information they give attention to (as in consider, think about, etc.)

• Depending on how much attention we give what we’re exposed to, this influences how much our attitudes can be persuaded.

What is Social Comparison?

• and who created it?

Our natural habit to evaluate our Skills, Status, and Opinions against those of other people

• Leon Festinger

How does Social comparison tie into Persuasion?

Cuz we could be persuaded to do something by being compared to other ppl and being told they're doing better. (Eg, ‘Why don’t you become a doctor? Cant you see how well Salma is doing?’)

What 4 things do Persuaders benefit from being?

1. Credible

2. Attractive

3. Capable of tailoring their message to their intended audience

4. Able to deliver their message face-to-face

What 4 things make the Message content more Persuasive (What)?

• Reason vs. Emotion

• Discrepancy

• One sided vs Two sided

• Primacy vs Recency effects

What 2 Channels make a message more Persuasive (how)?

• Active vs Passive

• Personal vs Media

What 2 Audiences are more persuaded (to whom)?

• Analytic/Image conscious

• Age

What is Credibility?

The quality, capability, and power of being trusted and believed

What 2 things contribute to the Perceptions of credibility?

Objective (like certificate from CPA to practice psych) + Subjective factors

What are 6 Subjective Measures of Credibility (like how you might find ppl more credible)?

1. Confidence in delivery the message

2. Competence with the material

3. Composure

4. Scarcity of the knowledge

5. Simplicity + Consistency of the message

6. Displays of proof

How is the Confidence in delivering the message communicated?

Through Body language + Verbal tone

What 2 things measure Competence with the material the persuader has?

• All of the terms being in the right place

• The logic seeming sound

How does Composure help with credibility?

How the persuader presents themselves affects how effectively ppl are persuaded, like is there Excitability, calmness, tension, and poise?

How does Scarcity of the knowledge help with credibility?

The persuader will try to convince you of their credibility by saying things like “Most ppl don’t know…” or “XX doesn’t want you to know, but..” — to create a sense of trust with them

How does Simplicity + Consistency of the message help with credibility?

The persuaders will try to be simple =consistent with their message, especially when targeting those who don’t have the education to support their critical evaluations of the message (Eg, MAGA and trump)

How do Displays of proof help with credibility?

The showcasing of knowledge being communicated to you as definitive proof helps convince you

(There’s no such thing as proof, only empirical evidence)

What does Certainty in the persuader’s message mean?

It’s the subjective confidence we have regarding a thought, belief, attitude, that we’re being given by someone

What does it mean to have Absolute certainty?

To have no doubt in our evaluations/perceptions

What is Cognitive dissonance?

• and what does it have to do with persuasion?

The presence of conflicting thoughts, ideas, behaviors, or attitudes, which leads us to experience discomfort + psychological stress

• It could hinder or help it

Why does Cognitive dissonance happen?

Cuz Humans strive for consistency + it takes more energy to consolidate conflicting information

What was Tuskegee’s Syphilis Study (1932 – 1972)?

A Longitudinal study conducted by United States Public Health + Center for Disease Control and Prevention in Tuskegee, Alabama

What was the purpose of the Tuskegee’s Syphilis Study?

To observe the effects of untreated syphilis in African American men (cuz they believed that it had different effects across races back then)

What were the Participants told in the Tuskegee’s Syphilis Study?

That they were signing up for a special health care program to treat “bad blood”

What happened in the Tuskegee’s Syphilis Study?

Black men underwent a blood draw to determine if they had syphilis or not (those with syphilis = experiment group; those without = control group)

What were the 3 Problems with the Tuskegee’s Syphilis Study?

• Those who had syphilis were not told that they had syphilis + were not offered treatment for it

• Data was collected without informed consent

• Participants didn’t know what the purpose of the study was

What is Authority?

• and what is it determined by?

The legitimate power of a person or group over other people

• The construction of society

What is Coercion?

A form of persuasion through:

• Intimidation,

• Aggressive threats

• Provocation of fear + shame

to induce pressure on the target to do as the person says

What is Compliance?

a submission to a request, usually cuz of coercion

What is Persuasion tied to?

Emotions

What is Resistance?

• and is it good or bad?

How we protect our thoughts, beliefs, and attitudes from change

• Both, cuz we could resist conforming to bad things but we can also resist possibly good change

What 2 things usually influence our Resistance?

Morals + Ethics

What is Attitude inoculation?

Exposing people to weak attacks on their attitudes so that when stronger attacks come, they will have refutations (the ability to refute whats being told to them) available.

When is Attitude inoculation difficult?

When you're selectively exposing yourself to things, and blocking things that don't match ur beliefs cuz then you're locking urself in an echo chamber

How is Attitude inoculation similar to vaccines?

Cuz instead of giving dead germs to our immune systems, we get weak/incorrect attitude and think about them to build immunity

What is Primacy?

• and what does it have to do with persuasion?

We remember + accept knowledge that we were first presented with (like primacy effect)

• You may be persuaded by info you received first regardless of its accuracy

What is Recency?

We remember + accept knowledge that we are most recently presented with (like recency effect)

What is a Discrepancy?

• and what does it tie into?

A difference between two facts, figures, or data points

• Cognitive dissonance

What should you do if presented with a discrepancy when being persuaded?

It ur job to see whether u should trust the first person (primacy) or the second person (recency)

What is Propaganda?

The deliberate, systematic manipulation + Spread of information, ideas, rumors, and half-truths (especially in nefarious propaganda)

In what 7 forms can Propaganda come in?

• Posters

• Books

• Films

• Articles

• Slogans

• Symbols

What is the Illusory truth effect?

The more we hear, see, or read something, the more likely we are to believe it is true (even if it’s not true/half true)

What 6 things does Propaganda + Persuasion thrive on?

1. Short, Simple, and Repetitive tactics

2. Emotionally Evocative tactics (especially those evoking fear, uncertainty, and doubt)

3. All-or-nothing/Black or white thinking

4. Using heroic and/or beautiful people to endorse the belief

5. Villainizing and/or discrediting your enemy

6. Making appeals to the “common man” and overall benefit to a larger group (e.g., patriotism to your country like MAGA)

Where do we use Heuristics?

In the peripheral route of persuasion

Explain the Persuasion monster

If you rely on heuristics too much then the persuasion monster keeps getting bigger. So you have to interrupt these heuristics + the cycle of heuristics feeding persuasion with LOGIC, and when using this ‘Logic sword’, you may want to ask questions like ‘Why is the persuader saying this to me?’, ‘What is the logic of their argument?’, ‘What does the persuader want me to do with this information?’

What is Conformity?

• and is it a Conscious or Unconscious process? + when did it get a lot of attention?

The act of matching your thoughts, behaviors, and attitudes to those of a larger group (the majority)

• Both + Post ww2

What are Social norms?

• and what are they like across cultures + communities?

A group’s shared standard of acceptable behavior

• They look different + are something we conform to

In what 3 ways are Norms helpful to individuals in groups?

They’re:

• Implicit,

• Specific,

• Guiding

What did Muzafer Sherif’s (1935) study?

Conformity, by placing participants in a dark room + asking them to stare at a small dot of light that was 15ft away then ‘moved’.

What happened in Muzafer Sherif’s (1935) study?

Participants were asked to estimate how much they thought that point of light moved (but there was actually no movement, just a visual illusion). They came in across multiple days to watch this point of light.

On day 1, the participants reported their estimates of how much this light moved all by themselves. Then on the subsequent days, the participants were asked to report their estimates out loud in groups. They were all put together, and the researchers went around the room and asked them how much they saw the light move.

Sherry found out that on day one individuals made their own estimates. But over the course of the other days, as they were answering in groups, their estimates became more similar. So he emphasized that people rely on others for how to interpret ambiguous/uncertain stimuli in new situations.

What does Muzafer Sherif’s (1935) study tie into?

Social comparison

What is Mirroring?

The Imitation of another person’s body language, gestures, verbal tone, and other aspects of communication style

What 3 things does Mirroring tie into?

• How easily ppl conform

• Social observation

• Social cognitive theory

Why is Mirroring an important function of our communication?

Cuz it’s how we learn to:

• Express from our caregivers,

• Make the diff expressions that we do,

• Know what's acceptable + not (like showing teeth when smiling in some cultures)

What does it indicate if Mirroring is Successful?

That we're inviting communication, partnership, and is often a sign of empathy.

What does it indicate if Mirroring is Unsuccessful?

That friendly interaction is not invited, and that someone in not willing to engage.

What can Conformity also be?

More Intentional; when we are active participants in conforming to others

What 6 things Predict conformity?

1. Group size

2. Unanimity

3. Cohesion

4. Status

5. Response

6. Commitment

How does Group size predict conformity?

• and what does this have to do with?

About 3-5 ppl can elicit greater conformity compared to 1 or 2 in laboratory studies

• Group dynamics

How does Unanimity predict conformity?

Cuz It’s easier to default to a unanimous decision than to be the odd one out

How does Cohesion predict conformity?

Cuz in a group, we want members to remain relationally close, since discourse among members leads to tension + turmoil, we conform to not cause a disruption

How does Status predict conformity?

Cuz we’re more likely to conform to those with a higher status than us (ppl w authority over us)

How does Response predict conformity?

Cuz we think about if the response from the group/others will be more acceptable when choosing to conform vs. not conform

How does Commitment predict conformity?

Cuz conformity is more likely when we haven’t committed to a stance/opinion prior to the demand/pressure to conform

What is the Hawthorne effect?

When individuals modify their behaviors to fit the expectations of those observing them, and not necessarily persuading them.

Where did the Hawthorne effect get its name?

From a collection of studies called the ‘Hawthorne Studies’ that were conducted between 1924-1932 at Hawthorne Works → An electrical factory where workers were commissioned to participate in a study where they wanted to look at worker productivity with brighter lights vs. dimmed lights in the factory. The workers performed better with brighter lights. But the moment the researchers left the factory and wrapped up their study, and the factory implanted the changes, they worked went back to the same shitiness of before cos no one was watching them anymore.

What is Normative influence?

Conforming to fit in, fulfill expectations, or be accepted within the social norms we’re trying to adhere to

What was Solomon Asch’s Line Conformity Study?

He gave participants a task to match one line on the left with one on the right thats the same height. He would ask one participant at a time, to do this while they were surrounded by paid actors/confederates. In the control group, all the actors said the correct answer, but in the experimental group they would all give the same incorrect answer.

What was the Experimental group like in Solomon Asch’s Line Conformity Study?

A Third of their answers matched the majority’s wrong choice (so they conformed). But, when one of the actors was told to agree with the participants this cut conformity by 80%.

What were the 3 Qualitative results from Asch’s (1950) study? → (so why most ppl conformed)

1. Distortion of Perception

2. Distortion of Judgement

3. Distortion of Action

What does the Distortion of Perception mean (Asch)?

That participants genuinely came to believe that the majority was right (think informative influence)

What does the Distortion of Judgement mean (Asch)?

That participants doubted their judgment due to group pressures + deferred to the group

What does the Distortion of Action mean (Asch)?

That participants identified the correct answer, but conformed to the majority to not stick out

What is Informative influence?

Conforming because of evidence about reality provided by other people, OR when you're provided with additional information + it persuades you.

What is Obedience?

• and what does it have a lot to do with?

To yield to instructions or orders

• Conformity

What do we examine in Social psych regarding Obedience?

What yielding to instructions looks like when those instructions are given from an authority figure

What 3 concepts does Obedience bring together?

• Compliance

• Authority

• Credibility

(So like Compliance to authority, how credible the authority is, and how easy it is to obey/ or not their instruction)

Where does our concept of Obedience in social psych come from?

The Milgram study (1961)