Final - Readings Flashcards
Social norms can be a highly effective agent of influence for what both types of behaviours?
antisocial behaviour (ex. excessive alcohol consumption)
prosocial actions (ex. pro-environmental behaviour)
What is the difference between social influence and conformity?
Social influence = psychological change that happens as a result of the behavior of other people. (“secret” agents of influence!)
Conformity= changing one’s behavior to more closely approximate the behavior of other people
- does not involve an explicit request (unlike compliance) & can be conscious or unconscious
What is the social-norms marketing approach?
public factual information about the true norm, with the aim to correct the misperception and promote positive behavioral change.
*research clearly establishes that presenting normative messages can influence behaviour (such as domains like alcohol and environmental protection)
How is personalized normative feedback used as a approach to reduce alcohol consumption?
For example…
College students complete an online form indicating how much they drink and how much they think other students drink.
The personalized normative feedback response would be: “You said you drink 10 drinks per week and that you think the typical UBC student drinks 15 drinks per week… The actual average number of drinks per week for UBC students is 4.6 drinks”
By comparing the norm with the persons actions, they are influenced by the norm to reduce alcohol consumption
What are some of the largest domains of research on descriptive norms influencing behaviour?
- alcohol
- environmental protection (2nd largest)
Within the environmental protection domain, what area has seen to be most impacted by descrptive norms?
ENERGY CONSERVATION
Research Finding:
when residents were provided with a message comparing their energy consumption with that of similar households in their neighborhood, their consumption over the next week decreased (especially households who were high consumers)
Some evidence suggests that social norms are more effective at influencing ——– behaviours more than influencing ——– behaviours
desirable behaviours more than avoidable behaviours
AKA: normative social influence may be better at encouraging a behavior than at preventing one!!
List the 7 personal and contextual variables that moderate the impact of normative social influence
1. Magnetic middle
- boomerang effect
2. Deviation from the norm
- individuals are more tolerat of norm deviations that are socially approved
- ex. Green smiley faces for households with low water consumption and red sad faces for households with high water consumption
3. Personal Values
- Social norms work best when they target individuals who are NOT personally invested in the topic.
- ex. households that have less strong beleifs about water consumption will change behaviour more
4. Culture
- Social norms influence behavior in both individualistic and collectivistic cultures → BUT people in individualistic cultures tend to discount their influence.
5. Norm Activation
- influence of social norms are enhanced when they are made salient by a contextual cue.
- ex. “Please don’t litter” sign in a park can decrease littering in clean park, but can increase littering in dirty park (sign serves to activate the norm → which can be either against or for littering)
6. Reference to changing frequency
- When a behavior is becoming more common/trending, it can be more influential.
- Ex. individuals making an effort to reduce meat is influencial even though the percentage of them is low.
7. Social identity
- Normative information is more influential when it pertains to an ingroup, rather than an out-group.
What is the boomerang effect with normative messaging?
A normative message can BOTH increase frequency of behavior for people BELOW the norm and decrease the frequency of behavior for people ABOVE the norm.
Making not that much of a change overall.
Tightness-looseness is a shared construct. What does this mean?
Means that people generally agree about the level of tightness or looseness that is in their nations.
List some of the tightest and some loosest countries
Tightest nations include → Pakistan, Malaysia, Singapore and South Korea
Loosest nations include → Ukraine, Estonia, Hungary, the Netherlands, and Brazil
Explain the difference between tightness and collectivism
they are not the same!!
Collectivism is related to the activation of the collective self and concern with harmony with one’s ingroup.
VS
Tightness is related to the activation of the public self and compliance with social norms/expectations in one’s society.
(Tightness is also distinct from other cultural values like power distance and avoidance of uncertainty)
Why do certain nations have greater levels of tightness?
Tightness-looseness is related to ecological and human-made societal threats that nations have (or have not) encountered. →
Threats increase the need for strong norms and the sanctioning of deviant behavior, which help humans coordinate their social action for survival!
Nations with higher degrees of ecological and historical threat had greater ———!
tightness
What are the challenges of societal institutions in tight nations?
- less people participate in collective action
- citizens feel that significant change can only happen with very revolutionary actions (change in tight nations may be more catestrophic than linear!)
Lower crime rates, more police, less openness in media, and stricter punishments are all things that align with what type of culture?
a tighter culture
has very restricted acceptable behaviours by the government, media, and justice system.
Research has shown that tightness-looseness is related to the strength of ——— ————.
social situations
Strong social situations = create predictability (limits the behavioral patterns that are appropriate)
Weak social situations = place few constraints on individuals (less of a script is expected)
People in the same nation usually have the same perceptions of situational strength…
- strongest being job interviews, funeral ceremonies, visits to libraries
- weakest being time spent in one’s bedroom, visits to public parks, and parties.
HOWEVER…Situations are generally stronger in tight nations and generally weaker in loose nations!
What 4 things do individuals in tight nations with stronger social situations dend to develop psychologically?
1. Distinct self-guides (increases focus that is more oriented towards prevention and cautiousness)
2. Self-regulation strategies (helps individuals avoid being shamed for inappropriate behavior)
3. Psychological needs (have a much greater need for structure!)
4. Abilities (greater ability to monitor and adjust one’s behavior to a given context)
What is ingroup favoritism?
people cooperate more with those from their own group than those from different groups.
What are two possible reasons for why ingroup favoritism occurs?
1. Reputational Concern
- People decide who they interact with/ how to behave towards based on what that persons reputation is (avoid those with bad reputation, interact with those with a good reputation).
People experience heightened concern about their reputation when paired with an ingroup member (ex. neighbor) rather than an outgroup member (person in another country), → leading to ingroup favoritism.
2. Expected Cooperation
- People might cooperate with others only when you can expect them to also cooperate
- People automatically assume that ingroup members are more cooperative than outgroup members → leading to ingroup favoritism.
Does reputational concern or expected cooperation account for more explaination for why ingroup favoritism happens?
Expected cooperation accounts for larger amounts of ingroup favoritism!
Ex. evidenced in findings where college students give more money to and expect more cooperation from in-group members to give the same amount of money to them.
Expecting ingroup members to be more cooperative than outgroup members creates a self-fulfilling prophecy. How?
The more favorable the expectations are of ingroup members, the more people favor their ingroup more, making the expectation come true!!
Trying to encourage more cooperation with outgroup members could start to change expectations
What are examples of obvious vs ambiguous markers for social categories?
obvious = age, race, sex
ambigous = political affiliation, sexual orientation
Age, race, and sex are the three main ——– categories
social
people acheive high rates of accurately categorizing people into groups when viewing faces that combine these features.