Social Influence & Persuasion – Dr. Vicky Pace

Vocabulary cards covering major theories, techniques, and phenomena in persuasion, conformity, compliance, and obedience as presented in the lecture.

Persuasion

The process of intentionally trying to change another person’s attitudes or behaviors through communication.

Elaboration Likelihood Model (ELM)

Dual-process theory proposing a Central (rational) and Peripheral (heuristic) route to persuasion.

Central Route Processing

Careful, rational evaluation of arguments; requires ability, motivation, and relevant information.

Peripheral Route Processing

Reliance on simple cues (e.g., attractiveness, slogans) when motivation or ability to think is low.

Rational Processing

Deliberate cognition involving systematic analysis of data and evidence.

Automatic Processing

Quick, effortless thinking based on heuristics and schemas.

Schema

Mental framework that organizes knowledge and guides information processing.

Cognitive Miser

Tendency to conserve mental effort by using shortcuts, sometimes producing bias.

Reference Point

Standard of comparison that makes judgments relative rather than absolute.

Decoy Effect

Adding an inferior option to make another alternative seem more attractive.

Mere Exposure Effect

Increased liking for a stimulus from repeated exposure.

Emotional Contagion

Rapid spread of feelings or behaviors through a crowd via media or direct contact.

Fear Appeal

Persuasive message that attempts to arouse fear to motivate action, most effective with coping information.

Credibility

Perceived expertise and trustworthiness of a communicator.

Source Expertise

Extent to which a communicator is seen as knowledgeable on a topic.

Source Trustworthiness

Perception that a communicator is honest and has no ulterior motive.

Attractiveness (Persuasion)

Likeable or physically appealing communicators can persuade via the peripheral route.

One-Sided Argument

Message that presents only the communicator’s position; works better with uninformed or supportive audiences.

Two-Sided Argument

Message presenting both pros and cons; increases credibility with knowledgeable or skeptical audiences.

Primacy Effect

When information presented first has the greatest persuasive impact, especially with a long delay before action.

Recency Effect

When information presented last is most persuasive, particularly when action follows quickly.

Message Discrepancy

Degree of difference between the audience’s current view and the advocated position; moderate gaps often persuade best.

Inoculation Effect

Resistance to persuasion created by prior exposure to weak counterarguments.

Reactance

Motivated rejection of influence attempts that threaten personal freedom.

Informational Social Influence

Conforming because others are seen as a source of correct information.

Normative Social Influence

Conforming to gain acceptance or avoid disapproval from others.

Conformity

Change in behavior or belief due to real or imagined group pressure.

Compliance

Publicly acting in accord with a request while privately disagreeing.

Obedience

Acting in accordance with a direct order from an authority figure.

Acceptance (Internalization)

Both acting and believing in line with social pressure; attitude change endures.

Groupthink

Faulty group decision-making driven by pressure for unanimity and conformity.

Autokinetic Phenomenon

Illusory movement of a stationary light in darkness; used by Sherif to study norm formation.

Asch Line Study

Classic research showing people conform to an incorrect group judgment about line length.

Minority Influence

Process by which consistent, flexible minorities sway a majority.

Foot-in-the-Door Technique

Compliance method starting with a small request to increase likelihood of agreeing to a larger one.

Door-in-the-Face Technique

Compliance strategy of making a large request likely to be refused, then following with a smaller one.

That’s-Not-All Technique

Adding bonuses or reductions before decision to create reciprocity and boost compliance.

Scarcity Principle

Things seem more valuable when they are perceived as limited or dwindling.

Deadline Technique

Stating an offer is available for a limited time to stimulate quick compliance.

Playing Hard to Get

Creating impression that a person or item is difficult to obtain, enhancing desirability.

Friendship–Liking Principle

Greater compliance with requests from people we like or perceive as similar.

Social Validation

Basing decisions on what similar others are doing; “everyone’s doing it” cue.

Authority Principle

People are more likely to comply with requests from legitimate authority figures.

Descriptive Norm

Perception of how most people actually behave in a situation.

Injunctive Norm

Perception of behaviors that are approved or disapproved by society.

Normative Focus Theory

Norms influence behavior only when they are salient in the context.

Situational Norm

Expected behavior patterns tied to a particular setting (e.g., library silence).

Cohesiveness

Degree of attraction and “we-feeling” among group members; higher cohesion increases conformity.

Group Size Effect

Conformity rises with group size up to about five members, then plateaus.

Need for Cognition

Trait reflecting enjoyment of effortful thinking; high scorers favor central processing.

Collectivistic Culture

Societies valuing group harmony and interdependence; show higher conformity.

Individualistic Culture

Societies emphasizing personal autonomy; show lower conformity rates.

Secondary Gain

Unexpected positive outcome that reinforces a behavior initially adopted for another reason.

Commitment

Publicly stated position that increases resistance to subsequent contrary influence.

Consistency Principle

Drive to act in ways consistent with prior commitments and self-image.

Identification (Symbolic)

Adopting behaviors or attitudes to be like a liked or admired person or group.

Power (Compliance)

Ability of an influencer to reward or punish, driving pure compliance.

Milgram Obedience Experiment

Study in which 65% of participants administered “fatal” shocks to obey authority.

Hofling Nurse Study

Field experiment where nurses nearly obeyed an unauthorized order to overdose a patient.

Bushman Uniform Study

Research showing compliance increases when requests come from someone in authoritative attire.

Diffusion of Responsibility

Perception that responsibility is shared, reducing personal accountability.

Gradual Commitment

Small incremental steps lead individuals to perform larger, potentially harmful acts.

Disobedient Model

Presence of a peer who resists orders, reducing obedience in others.

Social Contagion

Spread of behaviors, emotions, or ideas through a group or society.

Media Persuasion

Attitude shaping via mass communication channels such as television or internet.

Jingle/Slogan

Catchy phrase that aids memory and promotes peripheral route persuasion.