Social Thinking and Social Influence

CH.7 SOCIAL THINKING AND SOCIAL INFLUENCE

Definition of Persuasion:
- Persuasion is the act of communicating arguments and information with the intent to change another’s attitudes or beliefs.
Elements of Persuasion:
- The Source: The individual or organization that sends the communication.
- The Receiver: The individual or audience that receives the communication.
- The Message: The content or information that is transmitted by the source.
- The Channel: The medium through which the message is sent (e.g., spoken word, written text, social media).

Influencing Variables in the Persuasion Process:
- Four sets of variables influence persuasion, which can be summarized as follows:
- Who (The Source) communicates what (The Message) by what means (The Channel) to whom (The Receiver).
- A diagram can be referenced for more specific factors related to each category (source: https://www.psychologicalscience.org/news/minds-business/to-be-more-persuasive-repeat-yourself.html).

Elaboration Likelihood Model:
- Explains two routes to processing information that can lead to persuasion:
- Peripheral Route:
  - Involved when the receiver is persuaded by cues that are not directly related to the actual message, such as the attractiveness of the source, background music, or appealing visuals.
  - Results in mindless processing.
- Central Route:
  - Involved when the receiver focuses on logic and the meaning of the message, leading to thoughtful evaluation.
  - A favorable reaction to this evaluation can result in attitude change, indicating mindful processing.
- For further insights, refer to the source: https://www.simplypsychology.org/elaboration-likelihood-model.html.

Two conditions necessary for the central route to override the peripheral route:
- Motivation:
- We are more likely to analyze persuasive messages carefully if we are interested in the topic and have ample time and energy to engage with it (e.g., changes in grading systems).
- Ability:
- We must possess the capacity to comprehend the message. Factors such as fatigue or lack of understanding may hinder this ability to process the message fully.

Definition of Conformity:
- Conformity refers to the tendency of individuals to align their behavior with that of others, often in response to real or imagined social pressure (e.g., performing an action such as lawn care due to neighborhood expectations).
- The implications of conformity can vary—it's context-dependent and isn't inherently good or bad.

Asch Study (1955):
- A classic experiment demonstrating conformity behavior.
- Study Design:
- Participants were shown a card with a vertical line and asked to identify which of three lines on a second card matched it.
- Accomplices in the group deliberately provided incorrect answers after giving correct responses in earlier trials.
- Results:
- The rate of incorrect responses was under 1% without social pressure and increased to 37% with group pressure present.
- Conclusion:
- The experiment provided strong evidence for conformity; the tendency to conform decreased if even one other participant disagreed with the majority.

Normative Conformity/Influence:
- Individuals conform to social norms predominantly out of a fear of negative social consequences.
Informational Conformity/Influence:
- Individuals look to others for guidance on what behavior is appropriate in ambiguous situations, leading them to conform.

When conformity may lead to dangerous behaviors or harm to individuals involved, deviations from personal judgement can occur.
Bystander Effect:
- A psychological phenomenon where individuals are less likely to provide help to a victim when others are present.
- This effect can be explained through three underlying reasons:
- Diffusion of Responsibility: Individuals feel less personal responsibility to act when others are present.
- Evaluation Apprehension: Fear of embarrassing oneself or making a mistake can hinder action.
- Informational Influence: The inaction of others might lead individuals to believe that no help is needed.

Definition of Compliance:
- Compliance involves conforming to social pressure, regardless of whether the action conflicts with one’s beliefs or better judgement.
Definition of Obedience:
- A specific form of compliance where individuals follow direct commands from someone in a position of authority.
Stanley Milgram Study (1963):
- Designed to explore obedience dynamics showcased by the shocking results participants were willing to accept when directed by a perceived authority figure.
- Study Design:
- Participants believed they were part of a memory improvement study and acted as teachers, administering shocks to learners for errors.
- Shock levels increased up to maximum voltage.
- Results:
- About 65% of participants complied and delivered the highest voltage shocks.
- Conclusion:
- The findings suggest that a significant number of individuals will obey authority figures, even to the extent of harming others—demonstrating that behavior is often dictated more by situational factors rather than individual personality traits.

The Consistency Principle:
- Individuals who commit to something are likely to adhere to that commitment even when the terms change.
Foot-in-the-Door Technique:
- Involves securing agreement to a small initial request, making it more likely that individuals will agree to a larger request later (common in charitable donations).
Lowball Technique:
- Involves getting a commitment to an attractive proposition before revealing hidden costs (common in sales, e.g., car sales or vacation rentals).

Many people are inclined to repay what they receive from others, and the social norm to reciprocate kindness is incredibly powerful.
Door-in-the-Face Technique:
- Entails presenting a large initial request that is expected to be rejected, increasing the likelihood of agreement to a smaller subsequent request.
- Effectiveness requires that both requests be made in succession without delay (examples include interactions between teenagers asking for money or waitstaff requests).

Concept of Scarcity:
- Individuals are drawn to items perceived as scarce or unavailable, basing this on the learned association that harder-to-get items are often of higher quality.
- Furthermore, when people are told they cannot have something, their desire for it typically increases (phenomenon known as reactance).
- Commonly employed in advertisements where products suggest limited availability.