Persuasion Flashcards
(16 cards)
Social comparison theory (festinger)
people have a constant drive for self-evaluation, based on social validation
List technique
- show list of people who already complied so new person complies as a desire to fit in. Longer list = higher compliance rate
Asch’s (1955) study
- Vertical line length test. Conformity. Those who conformed did so consistently
- Tension between trusting senses and aligning with others.
- Conformity drops dramatically even when one person disagrees.
Cialdini’s Principle of Liking:
- Tupperware party example
- More likely to comply with requests from friends/people we like
- Sources of liking beyond friendship:
1. Attractive people (seen as more talented, kind, etc.)
2. Similar people to us.
3. Cooperation.
4. Compliments.
THINK ASCC
Cookie example
- Perceived scarcity increases desirability
- Social cues; less cookies in a jar must mean the cookies are better as more people wanted them.
- Influences my PREFERENCE its perceived VALUE.
Hofling 1966
95% of nurses listened to authoritative figure even though they’re unknown.
Bickman
People more likely to listen to those in uniforms (e.g. traffic controllers)
Lefkowitz
Wearing just a suit increases compliance too.
Advertisers
- sometimes use famous authoritative figures in ads to sell products
- dress people in lab coats in ad, etc
Authority matters for
Order and structure
Stanley Milgram OBEDIENCE study:
- How far would ordinary people go?
- Would they inflict harm just because an authority figure told them to?
E.g. Hitler
Milgram’s Obedience Study
- They were nice and polite and thought it was hard to say no so they shocked the people at highest vaults
- Anyone can commit harmful acts under authority pressure
Key psychological principals from Milgram’s study
- Status of authority figure (more authoritative appearance more obedience)
- Power of commitment (humans struggle to break from ongoing commitments)
- Responsibility shift (despite potential distress, continue listening to orders as its the authoritative figures responsibility)
- Barriers to empathy (lower empathy = higher obedience. E.g. visible suffering = obedience drops)
Screams = 60, Suffering = 40, Contact = 30
Milgram, what did experts think?
- 2% would go all the way, but 65% went.
Problem with Milgram’s Conclusion
- Obedience levels varied
- Agentic state theory (giving up morals for authoratative figure)
- Didn’t account for his own data (people often conflicted, not mindless. Results depended on situational details)
Consistency
Consistency is correct. The bank manager has made you think about yourself as someone who looks after their family, and purchasing life insurance is a behaviour that is consistent with looking after your family.
