Lecture 3 Flashcards

1
Q

what is social influence

A

The study of how thoughts, feelings, and behavior of individuals are influenced by the actual, imagined or implied presence of others

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2
Q

Who are we influenced by and what do we think of this influence

A

1) mass-media delivered by marketing source
2) mass-media delivered by non-marketing source
3) delivered personally by marketing source
4) delivered personally by non-marketing source

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3
Q

Reference groups

A

A set of people with whom we compare ourselves for guidance in developing attitudes, knowledge and or behavior

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4
Q

Reference group (rankings?)

A

Membership: yes/no
Strength link: Primary/secondary
Type of contact: Direct/indirect

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5
Q

aspirational reference groups

A

not yet a member

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6
Q

Associative reference groups

A

Already a member

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7
Q

Dissocial referene groups

A

Do not want to be a member

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8
Q

Aspirational reference groups

A

Want to be a part of (e.g. popular rich kid/ athlete/ frat)

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9
Q

Dissociative reference groups

A

Dont want to be a part of (e.g. unpopular, nerdy, frat)

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10
Q

conformity

A

changing ones behavior in response to information or pressure from others

Goal: align ourselves with the standards of the group

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11
Q

Why conform

A

to lean and to be included

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12
Q

Two kinds of conformity

A

Information social influence:

going along with others because others comments/information guides us as to what is correct and proper

value others opinion; generally useful information; adaptive advantage

Ambiguous, highly complex situations need answers right away; immediate action necessary
Looking for information from others
Leads to private attitude change

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13
Q

Normative social influence:

A

Going along with others in pursuit of social approval or belonging (and to avoid disapproval and rejection)
Need for acceptance; need for approval; want to be liked (rather than disliked)
Publicly consumed products, luxury products, high need for acceptance 8e.g. meeting new people, after exclusion)
Seeking social connection with others
 Can lead to mere public compliance

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14
Q

Conformity: Informational social influence

A

: You are unsure how to behave during the lecture, you look around and see that the other students are quiet, so you are quiet as well

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15
Q

Compliance

A

Type of social influence that involves responding favorably to a direct request from another person

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16
Q

Liking

A

people are more likely to comply with people they like

17
Q

Sources of liking:

A

Physical attractiveness (halo effect)
Similarity (age, religion, political views, smoking habits etc.) (chameleon effect = mimicry of postures etc)
Familiarity (mere exposure effect, friends)

18
Q

The mere-exposure-effect (zajonc)

A

Unfamiliar Chinese symbols were evaluated in a sequence
Some symbols were shown repeatedly, others only once
Finding: the more frequently people were exposed to a symbol, the more attractive it was.
Familiarity boosts liking

19
Q

Reciprocity

A

people repay in kind
Chairities (pennies, address labels)
Free samples
Free home inspection

20
Q

Consistency

A

People fulfill public and voluntary commitments

Undersupplied toys

Foot-in-the-door technique

Door-in-the-face technique

-To be effective, commitments need to be (public and voluntary)

21
Q

Social proof

A

People follow the lead of similar others

Canned laughter

Testimonials

Consumer online ratings (amazon, trip adviser)
Especially when:
Situation is ambiguous/uncertain
Others are similar

22
Q

Authority

A

: People defer to experts

Experts provide shortcuts to decisions requiring specialized information

Expertise needs to be noticed

Diplomas on wall

Uniform

23
Q

Scarcity

A

People want more of what they can have less of

Items are seen as more valuable as they become less available

For a limited time only

Limited editions

Auctions

Especially when:
They were more available before

They became less available because of others demand

24
Q

Why do these principles work?

A

Because they are oftentimes adaptive

Liking – people who like each other typically trust each other

Reciprocity – social norm

Consistency – desirable personality trait; save mental energy

Social proof – when a lot of people are doing something it is usually the right thing to do

Authority – experts typically know more

Scarcity – scarce things are often valuable