1 Intro Flashcards
CH1
Click, Whirr
- fixed action patterns: sequences of behavior, same order
- click: appropriate tape is activated
- Whirr: standard sequence of behavior
- trigger feature: one specific singular feature
Ch1
Human automaticity
- Ellen Langer: when asking for a favor, more successful, when reason is provided (because)
- expensive=good
- judgmental heurisitcs: mental shortcuts, simplified thinking, effective, leaves room for errors
- automatic/click-whirr responding VS controlled responding (through analysis)
- controlled responding likely, when both desire and ability to analyze is present
- life-threatening situations-automatic responding
- contrast principle: we see the difference between two things differently depending on the presented order and options -> present expensive item first, 2set-up” properties, 1.negotiate price of car, then suggest other add ons
CH1
Questions
- What are fixed action patterns in animals? How are they similar to some types of human functioning? How are they different?
- What makes automatic responding so attractive and so dangerous?
Ch7
Primitive Automaticity
- sake of efficiency: retreat from time time-consuming analysis-> automatic, primitive, single-feature type responding
- Example factors: reciprocation, consistency, social proof, liking, authority, scarcity -> use when NO inclination, time, energy, cognitive resources
- Information Age =NOT= Knowledge Age
Ch7
Sacred Shortcuts
- New technological developments -> natural info processing capacity = inadequate to handle change, choices of modern life
- we have created our own deficiency by constructing a radically more complex world
- > “paralysis of analysis”: focus on single, usually reliable feature of the situation
- social proof principle: we often decide to do what other people like us are doing
- if our heuristics are being exploited -> we should be willing to boycott, threat, confront, censure, trade to retaliate
- If we (our biases) are constantly exploited -> we will use them less -> will be able to cope less efficiently
- Single triggers for compliance: commitments, opportunities for reciprocation, compliant beh of similar others, feelings of liking/friendship, authority, scarcity
Ch7
Questions
What are the weapons of influence?
How could the weapons be used to enhance compliance in a (non-) & exploitative manner?
CH4
Fluency and Social Influence
- experience of ease/difficulty in generating thoughts, processing info, making decisions -> can have a profound influence on judgment and behavior
- failure to take the recipient´s fluency experience into account -> can cause influence attempts to backfire
Ch4
Fluency and social consensus
IT SOUNDS FAMILIAR, MUST BE POPULAR
- to infer norm -: people draw on familiarity experience
- insensitive to where fluency comes from
CH4
Fluency and truth
IT SOUNDS FAMILIAR, IT´S PROBABLY TRUE
- variables that facilitate fluent processing create the impression of truth
- safer to refrain from reiterating false info
Ch4
Fluency and risk
IT´S HARD TO PRONOUNCE, IT MUST BE DANGEROUS
- perceived familiarity influences risk perceptions
- Example: difficult to pronounce ride names -> more exciting, Investment with easy-to-pronounce symbols seem less risky -> short-term advantage
- link between fluency, familiarity and risk perception
Ch4
Fluency and future expectations
IF IT´S HARD TO IMAGINE, IT WON´T HAPPEN
- Example: feel less vulnerable to diseases with difficult to remember risk factors/symptoms, difficulty to imagine failure -> increases our expectations for success
- > likelihood of undertaking specific future actions
- simply asking people about the likelihood that they will engage in behavior can make them actually engage in behavior
CH4
Fluency and expected effort
IF IT´S HARD TO READ, IT IS HARD TO DO
- fluency experience can change one´s perception of the amount of effort it would take to complete the task
- If you want to change behavior, recommendations must be clear, easy to follow, and perceptually easy to process
- to increase the likelihood of compliance, one may be tempted to decrease request size
Ch4
Fluency and commitment
WHEN GIVING PEOPLE CHOICE BACKFIRES
- motivation to be consistent with previous choices
- Effects of choice difficulty: trade-offs, decision paralysis, choice deferral, decreased satisfaction, decreased motivation, decreased commitment
- People are sensitive to feelings of ease/difficulty, but insensitive to where those feelings come from
- > misattribute experienced ease/difficulty to whatever they focus on
Ch4
Fluency and Liking
WE LIKE WHAT´S EASY ON THE MIND
- Mere exposure effect (Zajonc): the more often we see an object, the more we like it
- prefer prototypical faces over more unusual ones
Ch4
Fluency and Processing Style
DO I NEED TO THINK TWICE
- Flunecy experiences influence how we think
- > the level of abstractness wit which we construe info
- > by influencing how carefully we consider info
CH4
On a theoretical level
fluency can influence judgment by
a. serving as a source of info b. changing how info is represented and processed
Ch4
On a practical level
sometimes experience of disfluency can lead to greater engagement and mindfulness
Ch4
Conclusion
fluency can influence judgments and behavior
- people may directly attribute fluency to object/behavior
- people draw naive theories about the meaning of difficulty
- fluency -> positive affect -> feed into judgments
- fluency can influence info processing and increase heuristics
- > any variable that facilitates/impairs fluency can affect effectiveness of influence attempts
Vid 1
What is social influence?
- DEF: social influence = “one´s emtions/options/behavior are influences by others”
- how does it differ from persuasion? persuasion = noncohersice, 2+ people, intentional/ within oneself, unintentional, cohersive
- compliance gaining: making a request and social influence tactics
- automatic VS controlled processing
Vid 2
What are heuristics?
Power of Because
DEF heuristics: decision strategies, rules of thumb, intuotve judgements, unconscious, automatic, due to trigger, highly effective
EXPERIMENT: Langer -> Because = heuristic (belive there is a reason), people prefer reason for favor, favor given leads to higher compliance, LIMITED: If cost of factor too high -> controlled processing
Vid 3
How raising the price can actually increase sales?
- Expensive= good heuristic
- > price determines the quality
- complementary goods -> decreases money/value of product
- shows why discounts are so effective -> people think the item is valuable and they are making a bargain
Vid 4
Why and how to “play hard to get”
-Finding 80 dollars: money achieved easily is spent differently (more hedonistically spent) from our hard-worked money (more rationally spent)
-hard to get: you look back on all the effort you put in -> assume that you like person very much works in hindsight
-foresight: it would be a lot of effort to get with this person, so no
-arguments that are easy to process are rated to be more true, ex: rhyme slogans
-10 reasons condition BMW cars study: people were less favorable about the car WHY? lot of effort to come up with 10 things -> people think that this is an indication of the not liking the car brand very much
-Easy to process: writing -> sloppy handwriting: makes arguments less persuasive
-> complex writing: less persuasive
=> people take the effort of processing the argument as an indicator of how true thee argument is
Vid 5
Simulation recognition and similarity as weapons of influence
- when faced with a choice, people will go with familiar one -> recognition heuristic
- Similarity: similar experiences, similar product
- Simulation: the ease with which something can be imagined, likelihood of it happening, risk analysis, regret: missing the train by seconds
Vid 6
The Product made to influence you
The contrast principle, reference point, compromise
- Contrast principle: when making decisions we use reference points, we tend to overestimate the difference between two things, ORDER is important
- > sell something expensive first -> “set-up” properties
- By adding alternatives-> you can change the decision landscape -> social influence
