CHAPTER 8

Question 1

Distinguish between two major categories of social influence?

Answer 1

1. Normative influence – Going
   along with the crowd in order to be liked and accepted.
2. Informational influence - going along with the crowd because you think the crowd knows more than you do.

Question 2

Define autokinetic effect?

Answer 2

Illusion, caused by very slight movements of the eye, that a stationary point of light in a dark room is moving.

Question 3

Define pluralistic ignorance?

Answer 3

Looking to others for cues about how to behave, while they are looking to you, collective misinterpretation.

Question 4

Define group norms?

Answer 4

The beliefs or behaviours that
a group of people accepts as normal.

Question 5

What are the two types of situations that increase how likely you are to be affected by informational influence?

Answer 5

a) Ambiguous situations, in which people do not know how to behave.

b) Crisis situations, in which people do not have time to think for themselves.

Question 6

Define private acceptance?

Answer 6

A genuine inner belief that others are right.

Question 7

Define public compliance?

Answer 7

Going along with the group but maintaining a private, inner belief that the group is probably wrong or having serious doubts about the group’s decision

Question 8

Social influence techniques can be organised according to four basic principles?

Answer 8

1) Commitment and consistency.
2) Reciprocation.
3) Scarcity.
4) Capturing and disrupting attention.

Question 9

Define foot-in-the-door technique?

Answer 9

Influence technique based on commitment, in which one
starts with a small request in order to gain compliance with a larger request.

Question 10

Define low-ball technique?

Answer 10

Influence technique based on commitment, in which one first gets a person to comply with a low-cost request and only later reveals hidden additional costs.

Question 11

Define bait-and-switch technique?

Answer 11

Influence technique based on commitment, in which one
draws people in with an attractive offer that is unavailable and then switches them to a less attractive offer that is available.

Question 12

Define labelling technique?

Answer 12

Influence technique based on consistency, in which one assigns a label to an individual and then requests a favour that is consistent with the label.

Question 13

Name two influence techniques are based on reciprocation?

Answer 13

a) door-in-the-face technique
b) that’s-not-all technique.

Question 14

Define door-in-the-face technique?

Answer 14

Influence technique based on reciprocity, in which one starts with an inflated request and then retreats to a smaller request that appears to be a concession.

Question 15

Define that’s-not-all technique?

Answer 15

Influence technique based on reciprocity, in which one first
makes an inflated request but, before the person can respond, sweetens the deal by offering a discount or bonus

Question 16

Define limited-number technique?

Answer 16

Influence technique based on scarcity, in which one tells people that an item is in short supply

Question 17

Define fast-approaching-deadline technique?

Answer 17

Influence technique based on scarcity, in which one tells people an item or a price is only available for a limited time.

Question 18

Define pique technique?

Answer 18

Influence technique in which one captures people’s attention, as by making a novel request.

Question 19

Define disrupt-then-reframe?

Answer 19

Influence technique in which one disrupts critical thinking by
introducing an unexpected element, then reframes the message in a positive light.

Question 20

Define persuasion?

Answer 20

An attempt to change a person’s attitude.

Question 21

Three components of persuasion?

Answer 21

The Who - is the source of the message

The What - is the actual message

To Whom - is the audience

Question 22

Aristotle also identified three elements necessary to persuade an audience?

Answer 22

a) emotional appeal (pathos).
b) intellectual appeal (logos).
c) charisma (ethos).

Question 23

Define source?

Answer 23

An individual who delivers the message.

Question 24

Define sleeper effect?

Answer 24

The finding that, over time, people separate the message from the messenger.

Question 25

Hovland identified two characteristics:

Answer 25

1. Expertise – which is how much the source knows. 2. Trustworthiness – which is whether the source will honestly tell you what they know.

Question 26

Two important factors that influence whether we like someone are?

Answer 26

1. similarity 2. physical attractiveness.

Question 27

Define Halo effect?

Answer 27

The assumption that because people have one desirable trait (attractiveness), they also possess many other desirable traits (intelligence)

Question 28

There are two approaches in presenting a persuasive message?

Answer 28

1. one can present the cold, hard facts. 2. one can appeal to emotions.

Question 29

Define inverted (upside-down) u-shaped relationship?

Answer 29

A relationship that looks like an upside-down u when plotted

Question 30

Explain one-sided versus two-sided messages?

Answer 30

One-sided versus two-sided messages can be found in political campaigns. one-sided messages are more effective when audience members are less educated or have already made up their minds on the issue.

Question 31

Define individualistic cultures?

Answer 31

People from individualistic cultures are more influenced by person-focused ads.

Question 32

Define collectivistic cultures?

Answer 32

People from collectivistic cultures are more influenced by group-focused ads.

Question 33

Define advertisement wear-out?

Answer 33

A condition of inattention and possible irritation that occurs after an audience or target market has encountered a specific advertisement too many times.

Question 34

Define receptivity?

Answer 34

Refers to whether you “get” - the message (do you pay attention to understand it)?

Question 35

Define yielding?

Answer 35

Refers to whether you “accept” the message (do you believe, and especially whether you change your attitude to agree with it and were you persuaded by it?)

Question 36

Define cognitive miser?

Answer 36

A term used to describe people’s reluctance to do much extra thinking.

Question 37

Define need for cognition?

Answer 37

A tendency to engage in and enjoy effortful thinking, analysis and mental problem solving.

Question 38

What types of messages are most persuasive?

Answer 38

* logical messages – mainly with educated, analytical people. * moderately fear- inducing messages. * two-sided messages. * moderately discrepant messages. * messages that are repeated (but may backfire)

Question 39

What type of sources are most persuasive?

Answer 39

* highly credible sources. * likable sources. * convert communicators. * sources who argue against their own selfinterest

Question 40

Name two different routes to persuasion?

Answer 40

Elaboration likelihood model (ELM) Heuristic/systematic model

Question 41

Define elaboration likelihood model (ELM)?

Answer 41

Theory that posits two routes to persuasion, via either conscious or automatic processing.

Question 42

Who is receptive to persuasive messages?

Answer 42

* people who are in a good mood. * people of average intelligence and selfesteem. * people concerned about their public image (high self-monitoring & high public selfconsciousness) * very young or very old people.

Question 43

Define heuristic/systematic model?

Answer 43

Theory that posits two routes to persuasion, via either conscious or automatic processing

Question 44

Define central route?

Answer 44

The route to persuasion that involves careful and thoughtful consideration of the content of the message (conscious processing) also known as systematic processing.

Question 45

Define peripheral route?

Answer 45

The route to persuasion that involves some simple cue, such as attractiveness of the source (automatic processing) – also known as heuristic processing

Question 46

Define personal relevance?

Answer 46

Degree to which people expect an issue to have significant consequences for their own lives.

Question 47

Explain strong messages?

Answer 47

When arguments are strong, thinking about them leads people to recognise their validity and to come up with further thoughts that support the message.

Question 48

Explain weak messages?

Answer 48

In contrast, thinking about a message with weak arguments leads people to recognise its flaws and to come up with thoughts that argue against the message.

Question 49

Define negative attitude change (boomerang effect)?

Answer 49

Doing exactly the opposite of what one is being persuaded to do.

Question 50

Identify the steps to increase your resistance to persuasive attempts to change your attitudes:

Answer 50

1. attitude inoculation. 2. forewarned is forearmed. 3. use all your resources.