Week 10 - Persuasion 3 (Cyberpsychology)

Question 1

In what different kinds of settings (4) can social influence occur?

Answer 1

Online gambling
Social media
Online forum
Online shopping

Question 2

What are the 2 main types of social influence?

Answer 2

Informational Influence

Normative Influence

Question 3

When does Informational Influence occur?

Answer 3

Occurs when information is accepted from another as being right

Question 4

When does Normative Influence occur?

Answer 4

Occurs when we accept because we want to fit in and be accepted by the source of information

Question 5

What are the 3 underlying processes of social influence?

- COC

Answer 5

Compliance
Obedience
Conformity

Question 6

When does Compliance occur?

Answer 6

When people accept the demands, wishes or suggestions of others

Question 7

What is compliance? What change is the primary goal?

Answer 7

An external or obvious change in behaviour in response to a direct request

Behavioural change is the goal, there is no attitudinal change.

Question 8

What is Obedience?

Answer 8

Any behaviour that is compliant with a direct command by a person in position of authority
eg child cleaning room when asked

Question 9

What is Constructive Obedience?

Answer 9

Occurs when someone complies with the order of a social authority that results in some kind of benefit to the compliant or to larger society
eg victim obeying emergency personnel

Question 10

What is Destructive Obedience?

Answer 10

Occurs when individuals comply with the direct/indirect order of social, military or authority that results in negative outcome
eg soldier obeying to attack innocent

Question 11

What is conformity?

Answer 11

The adjustment of one’s opinions, judgements or actions that they become more consistent with those of others

Question 12

Conformity results in changes to what?

Answer 12

Attitude

Question 13

Conformity includes what (2) things?

Answer 13

Compliance and Conversion

Question 14

Which 2 social influences create a change in behaviour and attitude, respectively?

Answer 14

Compliance and Conformity

Question 15

What are the 2 persuasion models?

Answer 15

The Yale Model of Persuasive Communication

The Elaboration Likelihood Model

Question 16

The Yale Model has 3 important characteristics, what are they?

Answer 16

Characteristics of the source/sender
Characteristics of the message itself
Characteristics of the audience

Question 17

What are the important characteristics of the source/sender? (3)

Answer 17

Personality, Intelligence, Attractiveness

Question 18

What are the important characteristics of the message itself? (3)

Answer 18

Is it factual
How strong is the argument
Does it appeal to emotions

Question 19

What are the important characteristics of the audience

Answer 19

Who is the target audience
What are their needs/concerns
Do they identify with the speaker

Question 20

Elaboration Likelihood Model embeds what 3 things?

Answer 20

Emotions
Motivation
Cognition

Question 21

What are the 6 principles to enhance online compliance and persuasion?

Answer 21

Reciprocity
Liking
Scarcity
Social Proof
Commitment and Consistency
Authority

Question 22

What is Reciprocity

Answer 22

Refers to our sense to repay the favour or anything positive we receive eg a follow

Question 23

How does Liking enhance?

Answer 23

The fact that we are more willing to comply with requests of someone we like (trust)

Question 24

How does Scarcity influence?

Answer 24

Things become more appealing when their availability is limited

Question 25

How does Social proof influence?

Answer 25

We look to others for guidance on how to behave in a given situation

Question 26

How does Commitment and Consistency influence?

Answer 26

We like to appear consistent, if we say we are going to do something we will

Question 27

How does Authority influence?

Answer 27

If someone who is giving the message is an authority figure, we are more likely to comply

Question 28

What is the Foot In The Door Technique (FITD)?

Answer 28

From smaller (likely to be agreed to) to larger requests
eg online petition - facebook group

Question 29

What is the Door In The Face Technique (DITF)?

Answer 29

From a larger (unlikely to be agreed to) to smaller requests
- less likely to comply without been given the larger request

Question 30

What is the Affiliative Phenomenon?

Answer 30

We agree to the second request because we feel obliged

Question 31

What are Advergame’s?

Answer 31

Video games designed to work as advertisements to promote brands

Question 32

What is the purpose of advergame’s in company websites?

Answer 32

To entice users to visit and stay on their websites

Question 33

Advergame’s succes (3) (what is it useful for?)

Answer 33

Useful for capturing people’s attention
Helps with product/message retention
Directly linked to sales

Question 34

What are the (6) persuasive strategies for Advergame’s?

Answer 34

Objectives
Integration of products
Target of the campaign
Visibility
Credibility
Playability

Question 35

What does it mean by Integration of Products?

Answer 35

The characteristics of the product and strategy chosen to advertise it

Question 36

What is Associative integration?

Answer 36

Advertisement is not present (lowest level of product game relation)

Question 37

What is Illustrative integration?

Answer 37

Present products but are not a stimulation of it

Question 38

What is Demonstrative integration?

Answer 38

Games that are a stimulation of products (highest level of product integration)

Question 39

What is considered in the target of the campaign?

Answer 39

The demographics
Attitudes
The message

Question 40

What does it mean by Visibility?

Answer 40

Making players aware of existence in advergames

Question 41

What does it mean by Credibility?

Answer 41

Extent to which players perceive claims as true

Question 42

What does it mean by Playability? How is it measured?

Answer 42

Degree to which the game is fun to play

- Measured by achieving goals