Social Influences (Persuasion) Flashcards
Compliance Tactic: Giving a reason
People are more likely to be compliant if you give a reason
Compliance Tactic: Reciprocity
We feel compelled to return favors, gifts, etc. (even when they are unwanted)
Reciprocity of Concessions/Door in the face
If you suspect rejection, make your request larger than desired and retreat within the request
Compliance Tactic: Consistency
Influence increases with publicity of commitment
Influence increases with effort of commitment
Examples: Pre-commitment, induction rituals
Compliance Tactic: Liking
People are more compliant with requestors they like or have something in common with
Example: Asking someone who goes to your school for a beer at a tailgate
Compliance Tactic: Scarcity
Scarcity increases desirability
Examples: Things that are available for a limited time
Compliance Tactic: Social Proof
We determine what is correct in part by finding out what others think is correct
Examples: laugh tracks on shows, the waiting room experiment
Compliance Tactic: Expert/Authority Influence
We comply more with perceived authority figures
Examples: People of higher rank and title
Reference Groups
Person or group of people that significantly influence an individual’s behavior
Consumer socialization
The process by which young people acquire skills, knowledge and attitudes relevant to becoming consumers in the marketplace
In-Group
Groups that the person belongs to
View these people more favorably
Less extreme overall evaluations
Example: Aztecs
Out-Group
All other groups that person doesn’t belong to
Example: Torres
Primary Groups
Close=knit, small, intimate, long lasting
People are more affected by primary groups
Example: Family, Close friends
Secondary Groups
Impersonal groups, mostly short term
Example: Committees, work groups, task oriented
Aspiration Groups
Groups that we admire & desire to be like
