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MPW > Chapter 4: Social Influence > Flashcards

Chapter 4: Social Influence Flashcards

1
Q

Why is social influence important (Individual, Team, Organizational)

A

Individuals:
Social influence helps you to get other people to help you with what u want

Teams:
Aligning different people agenda together

Organization: Pursuing collective goals

Social influence help to get people to work towards their goals

Social influence helps to get customers to buy products

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2
Q

What are structural and interpersonal tactics

A

Structural:

The rules guiding how the group operates (voting rules, veto power)

Interpersonal tactics:

The way other people interact with one another

How to convey what you want to say

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3
Q

What is conformity? Why people conform?

A

Conformity: A type of social
influence involving a change in
belief or behavior in order to fit in
with a group

Why people conform?

  1. Normative conformity
    (Fear of rejection)
    only public acceptance
  2. Informal Conformity
    - People lack knowledge
    - private and public acceptance

example of conformity:
Ash conformity experiment where he used three lines of different length to try and see if people conform

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4
Q

When are people more likely to conform? (DPULLU)

A 
►The judgment is difficult
►The judgment is public
►People are uncertain
►People have low status
►Group size is large
►Rest of group is unanimous
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5
Q

When are people less likely to conform? (EPFHSD) opposite of when people are more likely to conform

A 
► The judgment is easy
►The judgment is private
► People are feel confident
► People have high status
►Group size is small
► Rest of group is disagreeing
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6
Q

Use of strategies to use conformity to your advantage

Structural

A
  1. Use the right voting system
    - Public voting if you want conformity
    - Private voting if you want to avoid conformity
  2. Use the right decision rule
    - Majority rule to reduce the influence of non-conformists
    - Unanimous rule to increase the influence of non-conformists
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7
Q

Use of strategies to use conformity to your advantage

Interpersonal

A

Use conversational references

eg. we all, we are a community

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8
Q

What do we see from the gain frame and loss frame

A

Under the same utility, we see that certainty preferred under gain frame and probability under the loss frame

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9
Q

What is loss aversion?

A

Loss aversion: People tendency to prefer avoiding losses to acquiring equivalent gains

We are more risk averse to gains and risk seeking to losses

hence we see that framing changes the problem but not the data

We see that in the blood example that framing losees “prevent someone death” results in more show up rates than saying “help save someone’s life”

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10
Q

How to use loss aversion strategically

A

Influencing others:

  • To motivate others towards risk and change

–> Frame problem as a loss

  • To motivate others towards certainty and status quo
  • -> frame problem as gains
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11
Q

How to use defaults? Why do defaults work?

A

Influence strategy through opt on opt out system (seen in organ pool donation for European countries)

  1. Defaults are often seen as preferred actions
  2. Changing defaults take effort, people choosing to accept default is effortless (people are innately LAZY too)
  3. Defaults represent status quo (people are afraid of change)
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12
Q

What is the availability heuristic

A

a mental shortcut that relies on immediate
examples that come to a given person’s mind when evaluating a specific
topic, concept, method or decision.

  • availability heuristic is very useful to our daily lives, can lead to systematic errors in human judgement
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13
Q

How can the availability heuristic be used as a social influence tactic

A

eg. Save the children donation request, where the average donation is twice as high for the identifiable victim than for statistical victim we see that a statistical victim

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14
Q

How to use the availability heuristic strategically (Protecting yourself + Influencing others)

A

Protect yourself

Don’t rely on the first thing
that comes to mind
►Think about why something comes to mind
►Involve many others who will recall different things

Influencing others

►Increase perceived importance 
 Use vivid details; easy to 
process
►Reduce perceived importance 
 Use dull descriptions
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15
Q

What other interpersonal tactics are there

A
  1. Secret Ballot
  2. Foot in the Door technique
  3. Reciprocity
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16
Q

What does secret ballot do

A

help to relieve public/peer pressure to conform

17
Q

What is foot in the door technique? How to apply it

A

►Foot-in-the-door: compliance tactic that involves getting a person to
agree to a large request by first having them to agree to a small request

Eg. Example on intrusive vs small request (followed by intrusive request), we see that initial small request followed by intrusive request worked better than just straight up intrusive request

eg. Fonda used foot in the door technique by asking them to just stay and talk about it.
- Made it easy for people to agree and doesn’t imply that people need to change vote

18
Q

What is reciprocity? Why does reciprocity work

A

Reciprocity: a social rule that says people ought to repay, in kind, what
another person has provided for them

When experiment used to measure effect of favour on compliance

  • See that more people willing to help buy raffle ticket with soda when compared to control (no soda)
19
Q

What are superordinate goals? How can we activate them

A

Superordinate goals: goals that require the cooperation of two or more
people or groups to achieve, which usually results in rewards to the groups

eg. Robbers cave experiment
- where introduction of superordinate goals (jointly fixing water supply) had helped to reduce hostility

How to activate superordinate goals:

  • emphasise similarities between people
  • create sense of shared identity (we and us)
  • highlight outgroup threats (us vs them)
20
Q

What are the 6 principles of persuasion (LRSCAS)

A
  1. Principle of Liking
  2. Principle of Reciprocirty
  3. Principle of Social Proof
  4. Principle of COnsistency
  5. Principle of Authority
  6. Principle of scarcity
21
Q

What is the Principle of Liking

A

People like those who like them

How to apply: Uncover similarities and offer priase

Why so:

  1. Evidence suggest that similarity draw people together
  2. In journal of Personality participants stand close to each other after learning about shared beliefs and social value
  3. Managers can use similarities to establish bond since it creates opportunity for enjoyment
  4. Priase is a very reliable tool that generates liking in return and willing compliance
  5. Priase works as a strategy for fixing relationship
22
Q

What is the principle of Reciprocity

A

People Repay in Kind

How to apply: Give what you receive

  1. Charities using gifts to be able to kickstart reciprocity
    - -> led to increase in response rate of 35% for fund raising letter
  2. Gifts have startling effect on retention
  3. Giving has a more sophisticated use which confers a first mover advantage on manager who try to foster positive attitudes
  4. Managers can elicit desired behaviour from coworkers and employees by displaying them first –> lead to sense of trust spirit of cooperation
  5. When you lend helping hand, odds of increasing chance to get help when you need it increases
23
Q

What is the principle of social proof

A

Follow the lead of others

How to apply:
- Use peer power whenever it is available

  1. REsearchers found that when soliciting donations for a charity cause, they found that when the list was longer, people feel more likely to donate
  2. Testimonials from satisfied customers work best when satisfied customer and prospective customer share similar circumstances
  3. Influence is best exerted horizontally than vertically
  4. As a manager when selling corporate initiative, ask an old timer who support initiative to speak up during a team meeting
24
Q

What is the principle of consistency

A

When people align themselves with clear commitments

How to apply: make commitments active public and voluntary

  1. WInning public commitment can be relatively effective
  2. Experiment by Israelli researchers show that people feel obligated to live up to commitment
  3. Explicit commitment made actively (spoken loud and clear) more effective than someone who left unspoken
  4. Research shows that written statements become more powerful when they are made public
  5. Most people want to appear consistent to others
  6. As a manager at work, can consider to identify something that employee values at work and describe how his work are consistent with those values. This give employee reasons for improvement
25
Q

What is the principle of authority

A

Where people defer to experts

How to apply: Show very clearly your expertise don’t assume is self evident

  1. A well selected expert offer valuable and efficient short cut decisions
  2. executives should take pains to ensure that they establish their own expertise before attempt to exert influence
  3. By increasing/enlightening them into compliance, all we had to do was to make it more visible for them
  4. Initial disclosure of personal information give you chance to establish expertise early
26
Q

What is the principle of scarcity

A

people want more of what they can have less of

how to apply: highlights unique benefits and exclusive information

  1. similar to concept of loss aversion, where potential losses far more heavily in manager decision making than potential gains
  2. Persuassive power of exclusivity can be harnessed by manager
  3. DOnt offer exclusive information unless it is genuine (do not manipulate/exaggerate/lie about it)

MPW (8 decks)

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