Social Influence & Persuasion

What is Information Influence?

Going along with the crowd because you believe they are correct, leading to private acceptance or conformity

What is normative influence?

Going along with the crowd to be liked & accepted, leading to public compliance or conformity

What 4 principles are compliance techniques based off of?

1. Commitment and consistency

2. Reciprocity

3. Scarcity

4. Capturing & disrupting attention

What is the “foot in the door” technique?

Once you agree to a small request, you are more likely to then comply to a larger request later.

Provide an example of the “foot in the door” technique.

A friend asks if you can help carry a single heavy box into a new apartment. Once you agree and show up, they ask if you can help unpack and move the rest of the furniture

What is the “low ball” technique?

People who agree to an initial low-cost request will often still comply when the requester “ups the ante”

Provide an example of the “low ball” technique.

Asking people to agree to run a charity race, and after they verbally commit, revealing that it takes place at 8:00 AM on a Sunday.

What is the “bait and switch” technique?

Draws people in with great offer that is unavailable and then switches to a less attractive offer that is now available

Provide an example of the “bait and switch” technique.

Selling a “non-toxic” cleaner, when you are actually selling bleach.

What is the “labeling” technique?

Assigning a label to someone, then making request consistent with that label

Provide an example of the “labeling” technique.

Labeling someone as “cooperative and fair” before requesting cooperation.

What is the “legitimization of paltry favors” technique?

Requester makes a small amount of aid acceptable

Provide an example of the “legitimization of paltry favors” technique.

Requester may ask for monetary donation, stating “even a penny will help!”

What is the “door in the face” technique?

When the initial request made is so large that you rejected it, you are more likely to comply to a second, more modest, request

Provide an example of the “door in the face” technique.

A charity fundraiser asks an individual for a large ask $1,000 donation, the individual refuses, then the fundraiser asks for a small ask $50, which the individual is more likely to donate.

What is the “that’s not all!” technique?

Initial request is inflated, then request is decreased by offering discount or bonuses

Provide an example for the “that’s not all!” technique.

A bottle of cleaner is $20, then BOGO $20, then BOGO $20 plus miscellaneous cleaning supplies are added.

What is the “limited-number” technique?

Only a limited number of product available

Provide an example of the “limited-number” technique.

“This is the last one in stock, better buy it soon!”

What is the “fast approaching deadline” technique?

Item or price only available for a limited time

Provide an example of the “fast approaching deadline” technique.

“This discount only lasts until the end of the day!”

What is the “pique” technique?

Captures attention by making request novel.

Provide an example of the “pique” technique.

A panhandler getting more money by asking for “17 cents” compared to asking for “any change”.

What is the “disrupt then reframe” technique?

Unexpected element introduced to disrupt critical thinking, then message reframed in positive light

Provide an example of the “disrupt then reframe” technique.

Selling Christmas cards for $3 vs 300 pennies. People are expecting dollars, not pennies. Critical thinking is disrupted, then the message is reframed in a positive light by “which is a great deal”.

What is persuasion?

An attempt to change a person’s attitude.

What is the halo effect?

Assume attractive individuals possess more positive traits, like intelligence.

Moderately intelligent people are the _______ to persuade.

easiest

People are less likely to think about and critique messages with a…

emotional appeal

What does the “need for cognition” mean?

Tendency for person to engage in and enjoy

Regarding persuasion, those with a high need for cognition are…

more persuaded by strong arguments, but attitudes are more resistant to change

Regarding persuasion, adolescents and young adults are…

easiest to persuade

Regarding persuasion, middle-aged individuals are…

the most resistant to persuasion

Regarding persuasion, what is the “elaboration likelihood model of persuasion”?

Describes the two routes to persuasion: central & peripheral

Regarding persuasion, what is the “central route” of the “elaboration likelihood model of persuasion”?

High mental effort. Persuasion happens through logic, facts, and argument quality. Leads to lasting change.

Regarding persuasion, what is the “peripheral route” of the “elaboration likelihood model of persuasion”?

Low mental effort. Persuasion happens through shortcuts, cues, and emotion (e.g., celebrity appeal). Leads to temporary change.

Regarding the motivation to think, higher personal relevance leads to…

higher motivation to think about message

Regarding the motivation to think, a higher need for cognition makes one…

more likely to think about the message carefully

Regarding the ability to think, sufficient prior knowledge…

aids in appreciating, understanding, and critiquing messages