Chapter 13: Social influence and persuasion p. 441
Contents
Two types of social influence.................................................................................................................2
Being liked: normative influence.......................................................................................................2
Being correct: informational influence..............................................................................................2
Techniques of social influence...............................................................................................................3
Techniques based on commitment and consistency.........................................................................3
Techniques based on reciprocation...................................................................................................3
Techniques based on scarcity............................................................................................................3
Techniques based on capturing and disrupting attention..................................................................4
Persuasion.............................................................................................................................................5
Who: the source................................................................................................................................5
Says what: the message.....................................................................................................................5
Reason versus emotion..................................................................................................................5
Stealing thunder............................................................................................................................6
Repetition......................................................................................................................................6
To whom: the audience.....................................................................................................................6
Intelligence....................................................................................................................................6
Need for cognition.........................................................................................................................6
Concern about public image..........................................................................................................7
Age.................................................................................................................................................7
Cultural differences........................................................................................................................7
Overheard messages......................................................................................................................7
Distraction.....................................................................................................................................7
Two routes to persuasion..................................................................................................................8
, Two types of social influence
Being liked: normative influence
Normative influence – going along with the crowd in order to be liked and accepted
- Seeking social acceptance
- Conformity is the main influence in this phenomenon
- People follow group norms, even if the group is full of strangers
- Makes people copy behavior, even if believed to be surely wrong, also known as public
compliance
Public compliance – outwardly going along with the group but maintaining a private,
inner belief that the group is wrong
Being correct: informational influence
Group norms – the beliefs or behaviors that a group of people accepts as normal
Informational influence – going along with the crowd because you think the crowd knows
more than you do
- Reflects the human tendency of putting people first
- People adapt to informational influence in ambiguous or crisis situations: when not
knowing what to do, or not having the time to think about it.
- This can lead to pluralistic ignorance: everyone is waiting for another person to set the
example, leading to nobody doing anything
- Leads to private acceptance.
Private acceptance – a genuine inner belief that others are right
Contents
Two types of social influence.................................................................................................................2
Being liked: normative influence.......................................................................................................2
Being correct: informational influence..............................................................................................2
Techniques of social influence...............................................................................................................3
Techniques based on commitment and consistency.........................................................................3
Techniques based on reciprocation...................................................................................................3
Techniques based on scarcity............................................................................................................3
Techniques based on capturing and disrupting attention..................................................................4
Persuasion.............................................................................................................................................5
Who: the source................................................................................................................................5
Says what: the message.....................................................................................................................5
Reason versus emotion..................................................................................................................5
Stealing thunder............................................................................................................................6
Repetition......................................................................................................................................6
To whom: the audience.....................................................................................................................6
Intelligence....................................................................................................................................6
Need for cognition.........................................................................................................................6
Concern about public image..........................................................................................................7
Age.................................................................................................................................................7
Cultural differences........................................................................................................................7
Overheard messages......................................................................................................................7
Distraction.....................................................................................................................................7
Two routes to persuasion..................................................................................................................8
, Two types of social influence
Being liked: normative influence
Normative influence – going along with the crowd in order to be liked and accepted
- Seeking social acceptance
- Conformity is the main influence in this phenomenon
- People follow group norms, even if the group is full of strangers
- Makes people copy behavior, even if believed to be surely wrong, also known as public
compliance
Public compliance – outwardly going along with the group but maintaining a private,
inner belief that the group is wrong
Being correct: informational influence
Group norms – the beliefs or behaviors that a group of people accepts as normal
Informational influence – going along with the crowd because you think the crowd knows
more than you do
- Reflects the human tendency of putting people first
- People adapt to informational influence in ambiguous or crisis situations: when not
knowing what to do, or not having the time to think about it.
- This can lead to pluralistic ignorance: everyone is waiting for another person to set the
example, leading to nobody doing anything
- Leads to private acceptance.
Private acceptance – a genuine inner belief that others are right
