Psychology: social influence

What is an attitude

a set of emotions, belifes and behaviours towards a particular object, person, issue or event

What are the four types of attitudes

• positive (like something)

• Negative (dislike something)

• Neutral (have no feelings either way)

• Ambivalent (both like and dislike something)

What is the model that describes the structure of an attitude and what are its components

Tricomponent model (ABC)

assumes a higher degree of consistency between three models three components (they support each other and change in the same way)

• A = Affective

• B = Behaviour

• C = Cognitive

Affective component description with example

Affective (feelings): the emotional response someone has towards an object

Example: “I feel happy and calm around chickens, they are such great pets” Or “ i feel nervous and disgusted around chickens”

Behavioural component description with example

Behavioural (actions): the observable behaviour based on an attitude

Example: “I visit a farm sanctuary every weekend to help take care of chickens” or “I run away when chicken comes near me”

Cognitive component description with example

Cognitive (belifes): the thoughts, ideas or beliefs the person holds about an object

Example: “I believe chickens are intelligent creatures that deserve to be treated with kindness” or “I believe chickens are disgusting and filthy creatures that should be kept on farms”

what is the strutcture of a positive attitude

A: likes object

B: Has objects or things related to objects or talks about objects

C: Things object is cool or fun

What is the structure of a negative attitude

A: Dislikes objects

B: Doesn’t like going near, having, or talking about the object

C: This object is bad, evil, gross

What is the structure of a neutral attitude

A: neither likes or dislikes object

B: does not mind being near object or experiencing object

C: does not have a specific belief about object

What is the structure of a ambivalent attitude

A: Both likes and dislikes object

B: likes talking about object but not being near said object

C: likes object but doesn’y feel the need to indulge object

What is the relationship between Attitude and behaviour

The relationship between behaviour and attitude is bidirectional, meaning that

• attitude influences behaviour

• behaviour influences attitude

What are the factors of an attitude that can determine how much it effects a behaviour

Attitude strength: The strength of the underlying emotion about an object

Attitude Accessibility: How easily an attitude comes to mind

Attitude specificity: wether or not the attitude relates to a general concept or a specific concept

How does an attitude strength affect a behaviour

Strong attitude have a stronger influence on behaviour, while weak attitudes have a weaker influence. This means that the stronger the the attitude, the more likely someone is to participate in the behaviour

• stringer attitudes are associated with direct experiences while weaker ones are connected to indirect experiences

How does attitude accessibility affect a behaviour

Accessibility is influenced by the strength of the attitude

Stronger attitude = easily remembered and highly accessible (direct experiences)

Weaker attitude = not as easily remembered and less accessible (indirect experience)

How does an attitude specificity affect a behaviour

More specific attitude = more it affects a person (stronger)

More general attitude = less it affects a person (weaker)

How can the self- perception of our behaviour affect our attitude

When we use our behaviour as a guide to help us determine our thoughts, feelings and emotions

• when unsure of attitude, people look at their behaviour towards an object and change attitude accordingly

Example: when you are sad, but then go do something that you like, your behaviour affects or attitude

What is cognitive dissonance

When someone’s behaviour does not align with their attitude, leading to psychological discomfort and tension

When a person experiences dissonance, they try to reduce the discomfort by changing their attitude or behaviour

Under what conditions can an attitude predict a behaviour

• when the attitude and behaviour both occur in similar social situations, away from situational preferences

• When the attitudes are measured to a specific and not a general level

• for low self-monitors

how can situational pressures effects the consistency between the behaviour and attitude link

The environment an individual is in could impact one’s attitude depending on those around them (attitude of swearing around friends and parents)

how can monitoring effects the consistency between the behaviour and attitude link

An individual difference in the tendency to respond to social cues and adjust behaviour accordingly

what is high self monitoring

Someone who is highly concerned about being socially accepted and can easily change behaviour

what is low self monitoring

Someone who is nit concerned about being socially acceptable and does not easily adjust their behaviour

What are the consequences of inconsistency between attitude and behaviour

Mental distress: becoming stressed or distressed (low quality of life, negative impact on mental health)

Unpredictable behaviour in other people

Social desirability bias: results of inconsistency (change attitude or behaviour to be more socially desirable)

what are factors that can effect attitude formation and / or change

Attitudes are fluid and subject to change through our lifetime

External factors are mainly around persuasion caused by the communication with other that have new or differing opinions

what are the three theories of persuation

• Elaboration likelihood model (ELM)

• Yale attitude change approach (YACA)

• experience

What is the elaboration likelihood model are what are its routes

considers variables in the YACA to determine when attitude change will occur

The elaboration likelihood model is made up of two routes

• central route

• Peripheral routes

What is the central route and who is its target auidince

uses facts, figures and reasoning that makes the audience think carefully about the message ( evaluate information)

• Most effective towards adults or those more likely to analyse the content of an argument

• Message needs to be credible, clearly presented and backed by evidence

What is the peripheral route, and who does it commonly target

uses emotion and images to perpetuate change that requires little thinking as it appeals to emotion

• aimed at younger generations as they are more easily persuaded as they are still developing basic opinions

• Can also be targeted at those will low self-esteem and negative self-concept

Compare the central and peripheral route based on auidience, processing and persuasion

Central

Audience: Motivated and analytical

Processing: High effort evaluation

Persuasion: Lasting changes in attitude

Peripheral

Audience: Not motivated or analytical

Processing: Low effort, persuaded by emotional cues

Persuasion: Temporary change in attitude

what are the three factors of the Yale attitude change Approach

Source: where the message is coming from

Content: the content of the message

Audience: Characteristic of the audience

What does source refer to in YACA and how does it affect persuasion

the person who conveys the message

• the more favourably we regard the source the more likely we are to view the message favourably

• Effectiveness is determined by the creditability , trustworthiness, expertise and likability of the source

More likely to by a medical product is presented by a doctor

What does message refer to in YACA and how does it affect persuasion

the content being persuaded

An effective message needs to evoke a strong emotion or strong processing from the audience

• A good feeling can make it more convincing

• Fear used to create a strong message (usually about health and safety)

• facts can be used to make the audience think deeply

What does the audience refer to in YACA, and what characteristics of the audience can affect persuasion

Who the message is meant to persuade can affect the effectiveness of persuasion, depending on the audience.

• age

• time of watching

• self-esteem

• personality

• prior knowledge

how can age and time of day of an audience effect persuasion

Age

• Older generations often have more conservative views as they are more likely to have form opinions based on direct experience

• Younger generations often form opinions based on second-hand sources and are easier to persuade

Time of Day: impacts a person’s alertness and how likely someone is to pay attention to evaluate persuasion

How can self-esteem, personality and prior knowledge affect persuasion

Self-esteem: People with low self-esteem are more easily persuaded as they are less likely to argue back

Personality: traits and personality types can shape attitude formation because of extraversion or introversion

Prior knowledge: if you are well educated on a topic you are less willing to change opinion

what are the two kind of experince that can influnce someones attitude

Direct experience: first-hand experiences

Indirect experience: exposure from secondary source like another person, media, news or advertisement

how effective is an direct vs indirect experince at persuasion

Direct

• creates stronger attitudes as they are more accessible and easier to recall

Indirect experiences

• attitudes are weaker and more susceptible to change as they are less specific and not as emotionally intense

what is a persuasive strategies and what are the types

strategies used to persuade people into buying products or changing ideas, attitudes and behaviours

• more knowledge on strategies the less likely to fall for them

What is the norm of reciprocy + example

based on the social norm that people will return the favour when presented with one

• linked to the psychology of compliance (more likely to occur when the requester has previously complied with the target’s request)

• used by marketers to manipulate purchasers

Example: free trials or samples that make you feel obligated to subscribe or buy more

What is the Door-in-the-face stretegy + example

begins with an initial large request and progressively lowers to something smaller (makes the second offer seem better than it is)

• tricks them into thinking they are getting a better idea

• makes the purchaser feel obligated to buy the smaller option

Example: a salesperson offering something for $100 then decreases to $80

What is the Foot-in-the-door strategy + example

begins with getting purchase to buy a smaller option, only to request they spend more money later on

• linked to psychology of compliance as you have agreed to something, so you may so you feel obligated to follow through

Example: used in the apps where you purchase an app for free, but they have to pay for in-app purchases or premium subscriptions later on

what is obedience

a form of social influence where an individual responds to a direct order, usually from an authority figure ( a person who hols power over a individual like a parent or teacher)

What are the factors that influence obedience

• Legitimacy of authority figure

• Appearance of authority figure

• Proximity of authority figure

• Peer support

• Deindividuation

How does Legitimacy, appearance and proximity of authority figure effect obedience

Legitimacy: How well-known is a particular authority figure in a range of groups (family, school)

Appearance: Those who wear uniforms or professional outfits are given status, making others more obedient

Proximity: When an authority figure is present, people are more likely to be obedient as they are more likely to be seen doing something wrong

How does peer support and deindividuation

Peer support: decreases the chance of obedience as people want to impress their friends

Deindividuation: a loss of a sense of self that leads to a disconnect between ones actions and responsibilities that makes one more likely to obey despite their morals

historical examples of the impact of obedience

Stolen generation

• forced removal of aboriginal and Torrens strait islander children from their families by English colonists

• establishment of a powerful authority figure that forces people to bend to their will out of fear for personal safety

• Cultural extinction

what was milgram’s study

people were “randomly” assigned to teacher group of a learner groupt, with the learner always being a paid actor

the teachers were asked to administer shock each time the actor got something wrong, going up by 15volts each time

Participants were encouraged by the experimenter to keep going despite the learner’s fake plees

What does Milgram’s study tell us about human behaviour

• People have a strong tendency to obey, despite their morals, to the point where they will injure or even kill a person

• shows that crimes against humanity may be due to situational factors rather than dispositional factors

• A person’s ability to make independent decisions is suspended when in the presence of someone with higher authority

what are the ethical concerns surrounding Milgram’s study

• Placed participants under extreme emotional strain, causing psychological damage (participant had marks on hand from clenching fist, and some had seizures)

• Participants were told they could withdraw, but never given the chance to

• Deception was used about the fact that they weren’t actually chocking someone and the allusion that they could either be the learner or teacher

What are the ethical concerns of Zimbardo’s study

• participants were placed into a situation where they were exposed to abuse and dehumanisation, which led to extreme psychological distress

• The participants were not given the right to withdraw and did not withdraw when they showed signs of extreme psychological distress

what is conformity and what are the three types

a form of social influence where individuals yield to group pressure

• compliance

• identification

• Internalisation

What is compliance, how strong is it and what impact does it have + example

When one publicly changes behaviour to be more like the majority, but does not change personal beliefs

• shallowest form of conformity

• causes short-term change

• swearing around friends but not with parents

What is Identification, how strong is it and what impact does it have + example

When we take on the views of individuals or groups we admire (changes behaviour and private beliefs in the presence of the group)

• Mid-level of conformity

• short-term change

• Buying celebrity merchandise to be more closer with them even if they don’t like the merch

What is Internalisation, how strong is it and what impact does it have + example

being convinced by others that their beliefs are correct, so the person takes on those beliefs, causing a change in their behaviour.

• deepest level of conformity

• Long-term change

• being introduced to a religion and conforming

why do people comform

• Normative social influence (NSI)

• Informational social influence (ISI)

• Individual characteristics

what is Normative social influence (NSI)

when a person conforms to be accepted of belong in a group

• socially rewarded and avoid social punishment

• associated with compliance and identification

• short-term effects

what is Informational social influence (ISI)

when a person conforms to gain knowledge, or because they believe someone else is right

• associated with internalisation

• changes beliefs and behaviour

• long-term effects

what are the individual characteristics that effect why we conform

size of group (bigger = better conformity)

Lack of group unity(agreement - more conformity)

Difficulty of task ( harder - more conformity)

answer in private/anonymity = less conformity

individual difference: status of group, personality, level of self-monitoring

What is prejudice and why does it happen

an assumption or opinion about someone based on a person’s membership in a certain group. (Affective)

• We often seek out like-minded people to belong to, but sometimes people find the difference between groups difficult to comprehend, leading to prejudice

• often root cause of human conflict

What is discrimination

The phenomenon of treating a person differently from others based on group membership or possession of certain characteristics. (behavioural)

Stereotype

Generalised belief about a particular category of people or expectation that people might have about every member of a group

What is the link and differences between prejudice and stereotype

Prejudice often begins with stereotypes aimed at groups and not individuals

• Stereotypes are often incorrect and overgeneralised (a very accessible form of an attitude that is applied often and quickly)

• Prejudice is a judgment or attitude made from insufficient evidence or incorrect info (the brain process lots of information that it likes to categories, which leads to mistakes that create prejudice or stereotypes)

What are the factors that lead to prejudice

• unintentional bias

• exposure

• learning

what is unintentional bias

Automatic, unintentional, inbuilt attitude that we use when processing info

• effects our behaviour and decision making but are often inaccurate

what are the for types of bias surrounding prejudice

confirmation bias: prefers info that fits with personal beliefs and overlooks info that doesn’t

Attribution bias: Something good is because of you, but something bad is because of others

Gender bias: preference for one gender over another

Conformity bias: tendency to behave the same as others in a group

how does exposure effect prejudice

direct: prejudice formed from direct experiences leads to stronger prejudice

Indirect experience leads to weaker prejudice (formed from limited information)

How can learning effect the creation prejudice + social learning theory

Children are not born with prejudiced attitudes or stereotypes, but instead learn them from the people around them

social learning theory: suggest prejudice is learned primarily through association, reinforcement and modelling

what is association in reference to the social learning theory

the process of learning to associate two or more stimuli that were once unrelated

what is reinforcement in reference to the social learning theory

introducing a positive or negative stimulus after a behaviour to increase of decrease the incidense of that behaviour

what is Modeling in reference to the social learning theory

behaviour demonstrated by someone who has the capacity to influence others

what is social stigma

explains the disapproval of or discrimination against a person based on stereotypes placed against them

what is Internalisation of others evaluation

when someone starts to believe the stereotypes and negative message made against them leading to low self esteem

what is stereotype threat

a situation where in which people are or feel themselves to be at risk of conformity to stereotypes about other social groups

What are some examples of discrimination despite the law

reluctance to help other groups achieve the same access or improve their situations by passively or actively not doing anything

Reverse discrimination: creating prejudice in favour of a group

tokenism: including someone from a minority group in order to gain better diversity for social status

what are some strategies to help prevent prejudice

• education

• intergroup contact

• superordinate goals

• direct experience

What is self-presentation and what does it involve

refers to how people attempt to present themselves to control or shape views about them

• involves expression, behaviour to create desirable outcomes

• a conscious attempt to control how others perceive you

what do people gain from self-management

• facilitates social interaction

• enables individuals to attain social rewards

• helps people privately construct desired identities

How does social media affect the frequency of self-presentation

increased pressure from social media to present oneself desirably, causing one to withhold information and misrepresent themselves for social gain

Social media makes it easier for people to lie about their identity to gain praisese

what is self concept

one’s private sense of self, who we are and what it is that makes us so

• helps individuals build identity

• meanwhile social identity is linked to the perception or beliefs of how other view an individual

what are the three components of self-concept proposed by Coral Rogers

Ideal self: the person you want to be

self-image: how you see yourself

self-worth: how much you like, accept or value yourself

what is validation and what can it lead to

achieved by carefully crafting their online presence by only posting images that reflect the idealised concept of beauty or success

• lack of validation leads to negative self-concept

• excess seeking of validation can lead to narcissism, anxiety, depression and low self-esteem

how does social media effect validation

People gain validation from social media via likes, use of hearts, smiling faces, and enabling comments to gain approval

• enhances self-concept and self-esteem

what is self-monitoring

personality trait that involves the ability to monitor and regulate self-presentation, emotions and behaviours in response to social environment and situations

what are the characteristic if a high self-monitoring

• worry about self-image

• strive for the best version of themselves

• changes behaviour to fit in

• most likely to use social media for validation

• more prone to cognitive dissonance

what are the characteristic if a low self-monitoring

• self-expressive with little worry of discrimination

• guided by true feelings and beliefs

• has fewer but closer friends

• less engagement with social media for validation

what is impression management and how is it accomplished

The goal-direct conscious or unconscious attempt to influence the perception of yourself by others

done by controlling

• self-presentation

• information on posts on social media

• expressions

• materials and objects that represent oneself

What is the primary effect of impression management

The phenomenon where information received at the beginning carries more weight than what follows ( first impressions matter)

What is the recency effect of impression management

the phenomenon where the most recent information received hold more weight than the previous information

what is schema

our internal template for how one should act around certain people, in certain situations and environments