GROUPS, NORMS & ROLES

Welcome to week 14 of the course
Introduction to the topic of social influence, a key area of interest in social psychology

Components of Self-Concept:
  - Self-Image: How we perceive our physical appearance.
  - Self-Esteem: How we feel about ourselves based on our self-image.
  - Actual Self vs. Ideal Self: The comparison between where we currently are (actual self) and where we aspire to be (ideal self).

Essentialist vs. Nonessentialist Views:
- Essentialist: Gender is fixed and unchangeable.
- Nonessentialist: Gender is fluid and can evolve over time.
Gender Schema Theory:
- Describes how individuals develop cognitive frameworks (schemas) about gender roles (e.g., boys wear blue, girls wear pink).
Multifaceted Gender Identity Theory:
- Proposes that gender identity encompasses various aspects including thoughts, behaviors, and appearances.
Gender Role Attitudes:
- Discussion of traditional views on gender roles, e.g., men as breadwinners and women as homemakers.
- Examples of gendered consumer products and marketing.

Social influence is defined as:
- The way behavior is changed due to the presence or actions of other people.
- Encompasses both intentional (persuasive) and unintentional efforts to modify others' beliefs, attitudes, or behaviors.

Story of Pumpkin Light Cover:
- Example: Personal story about in-laws influenced by neighbors to buy a pumpkin light cover, highlighting how social norms can influence consumer behavior without direct marketing.
- Implication: Individuals can feel a need to conform to social expectations or neighborhood norms even without direct persuasion.

Difference:
  - Persuasion: Generally intentional and requires awareness (e.g., advertisements).
  - Social Influence: Can be inadvertent; changes behaviors without the individual being consciously aware of it.
  - Often involves peripheral processing, where individuals may not be explicitly aware of the influencing factors.

Can be accidental or inadvertent, often operating outside of one's conscious knowledge.
May involve concepts such as:
  - Reciprocity: Feeling indebted to someone.
  - Commitment: The tendency to follow through on obligations.
  - Social Proof: Looking to the behavior of others to determine appropriate actions.
  - Authority and Scarcity: Influences derived from perceived authority figures or limited availability.

Pervasive: Cultural influences are everywhere and affect every aspect of our lives.
Shared: Culture is a collective experience among members of a society.
Learned: Cultural values and norms are not innate; individuals acquire them over time.

Sum of its Elements:
  - Values: Core beliefs about what is important.
  - Norms: Rules governing appropriate behavior in situations.
  - Rituals: Patterns of behaviors in response to specific events.
  - Material Artifacts: Physical products that relate to cultural practices.

Advertising Case Study:
- Frito Lay advertisement: Demonstrates how marketing can create or reinforce cultural values about family bonding during shared meals.

Customs and Artifacts Associated:
- Customs: Walking across the stage, throwing caps.
- Material Artifacts: Caps, gowns, diplomas, photography, etc.

Consumption practices reflect and are driven by cultural values and rituals.
Engaging in these customs facilitates social belonging and cultural identification.

Defined as:
- 2 or more individuals interacting to achieve individual or mutual goals.
Distinction between general usage (any collection of individuals) and the psychological conception emphasizing interaction and goal orientation.

Definition: Groups people use as standards for self-evaluation and behavior.
Types of Reference Groups:
  - Primary Groups: Close relatives and friends; frequent interactions influence consumer behavior directly.
    - Example: Friends recommending specific products.
  - Secondary Groups: Indirect relationships; interaction is less personal and formal.
    - Example: Political affiliations or club memberships.

Individuals play multiple roles in various groups affecting consumption:
- Roles can change spending patterns.
- Social identities impact the types of products sought and used.

Spending habits evolve at different life stages:
  - Young Adults: Focus on entertainment and hobbies.
  - Newly Married: Shift towards household spending (housing, cars).
  - Families with Children: Investment in future security and comfort.
  - Empty Nesters: Increased spending on health and vacations.

Study explored how the presence of others affects fact-checking behaviors.
Key Findings:
- Participants flagged fewer statements for fact-checking when led to believe others were also present.
Proposes that being in a group may lower individual vigilance in checking information.

Investigating factors like chronic prevention focus indicated that:
- Individuals with higher vigilance traits would fact-check regardless of group presence.
Suggests that fostering vigilance can lessen susceptibility to social influence in information consumption.

Summary of social influence concepts and implications for consumer behavior.
Further exploration of types of social influence and related activities in upcoming lectures.
Include reminders for students regarding assignments and quizzes related to social influences.