Notes on Interpersonal Influence

Describe the hedonic motive and explain how appeals to it can backfire.
Describe the approval motive and distinguish normative influence, conformity, and obedience.
Describe the accuracy motive and distinguish informational influence, persuasion, and consistency.

Concept of superpower of social influence: It is the ability to control or direct another person's behavior (Cialdini & Goldstein, 2004).
Social influence is crucial because many desired outcomes (family, friendships, admiration, wealth) depend on others.

People have three basic motivations that influence social behavior:
1. Hedonic Motive: Pleasure-seeking and pain-avoidant.
2. Approval Motive: Desire for acceptance and fear of rejection.
3. Accuracy Motive: Need for beliefs and attitudes to be true (correct).
Attempts at social influence typically appeal to one or more of these three motives (Bargh et al., 2010; Fiske, 2010).

Hedonic Motive: The most fundamental motive where influence involves creating conditions that yield more pleasure by compliance than non-compliance.
- Examples of influence:
- Parents, teachers, governments, and businesses influence behavior through rewards or punishments.

Case Study: Singapore's strict penalties for chewing gum reduced incidents significantly.
Example from Massachusetts: To reduce speeding by young drivers:
- Penalty for under 18: 90 days license loss, $500 fine, attend training, and retake exam.
- Resulted in a 38% decrease in fatalities within three years.

Definition: When an external reward undermines intrinsic motivation.
Study Example: Lepper et al. (1973) found children who received awards for playing with markers showed reduced interest in playing later.

Definition: A negative emotional response when individuals feel they are being controlled or coerced.
Study Example: Pennebaker & Sanders (1976): Signs prohibiting writing led to increased graffiti in one situation due to perceived coercion.

Critical for survival and meeting basic needs (safety, nourishment, loneliness). The pain of exclusion is profound (Chen et al., 2020; Eisenberger et al., 2003).
Individuals are highly motivated to seek acceptance and avoid rejection (Baumeister & Leary, 1995).

Definition: We conform to what we believe others will approve.
Concept of Norms: Shared standards of behavior within a culture (Cialdini, 2013).
Example of norms: Elevator etiquette and norms of reciprocity (Gouldner, 1960).
Reciprocity Norm: We are expected to benefit those who have benefited us. Example: Holiday cards experiment by Kunz & Woolcott (1976).
Examples of social influence leveraging normative behavior:
1. Servers offering candy leads to larger tips (Strohmetz et al., 2002).
2. People refusing gifts to avoid indebtedness (Shen et al., 2011).

Tendency: Aligning with what others do.
Solomon Asch's conformity experiments showed that 75% of participants conformed to wrong answers due to group pressure.

Individuals look to others for guidance in uncertain situations (e.g., a panic scenario).
Observational Influence: Example of people mimicking behavior by looking up at a building (Milgram et al., 1969).

Definition: Influencing beliefs or behaviors through communication, leveraging two routes of persuasion:
1. Central Route: Focused on logical argumentation and evidence.
2. Peripheral Route: Relies on emotional appeal or superficial cues (Petty & Cacioppo, 1986).
Example of Effects: Candidates attempt to persuade voters either via rational argumentation or emotional imagery.

Cognitive Dissonance: Discomfort from holding conflicting views can lead individuals to change beliefs or actions (Festinger, 1957).
Foot-in-the-Door Technique: Committing to a small request increases the likelihood of agreeing to a larger one later (Freedman & Fraser, 1966).
Example: Homeowners more likely to agree to install a sign after signing a petition promoting safety.

Understanding social influence involves recognizing the underlying motives that drive our interactions and behaviors, including pleasure-seeking, social approval, and a desire for accuracy in our beliefs and actions. This comprehensive insight into social dynamics can aid individuals in navigating relationships, decision-making, and adherence to social norms effectively.