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Social Influence | Notes

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These are the notes of the lecture from social influence + the main lines of the book 'Influence' by Cialdini.

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  • September 7, 2021
  • 11
  • 2021/2022
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Social Influence
Lecture 1 – Principle of reciprocity:
Humans take a lot of shortcuts:
- Determining the value of something due to its price (high price  high value)
- Giving any (stupid) reason for something, triggers someone else to give in
Reciprocity: Strong societal norm to repay gifts, favours and services that another
has given us
- Use it as a tactic: give something for free (gift > money, gift is more effective
with strangers), so that people feel the need to reciprocate
- Reciprocity-by-proxy strategy: a benefactor (Party A) acting as an agent
(proxy) for someone else (Party B) is providing aid to something valued to
them (Party C)  party B feels indebted to reciprocate to party A (works better
than incentive-by-proxy: first complying to request, then providing aid to
something valued to them)
- Indirect reciprocity: provision of aid from one person to another is returned, but
not by the original recipient of the help  Party C, D or E wants to reciprocate
because Party A seems like a generous and trustworthy exchange partner
- Contrast principle: rejection-then-retreat tactic, larger-then-smaller request
Explanations:
- Negative affect: obligation/indebtedness, social
pressure/fear of rejection (more in public)
- Positive affect: gratitude (general prosocial
request), liking (altruistic request)
Social exchange:
- Communal: just do something for someone else (parents for their children)
- Reciprocal: when providing a favour, you expect getting something in return
- Negotiated: you get something where you pay for immediately (reward;
supermarket)
When reciprocity fails:
- Time-restraint: a favour loses in value over time (favour is forgotten)
- Low benefits for recipient: instead of effort of the giver
- Intentionality: you have to (seem to) mean it
- Reciprocal norm absent: in communal relationship (family)
 A gift is not a reward (reward is given afterwards)
Lecture 2 – Commitment and Consistency:
We want to keep our thoughts and beliefs consistent with what we have already done
or decided (committed to)

, - Effective commitment needs to be public, active, effortful and freely chosen
(internally motivated)
- Foot-in-the-door technique: beginning with a small request that is almost
always successful, then a larger related request is made which will be more
successful too because of wanting to be consistent with the initial commitment
Attitude  intention  behaviour (but, you can also first change behaviour, which will
eventually change the intention and attitude (behaviour  intention  attitude))
- Our behaviour is a primary source of information about one’s own beliefs,
values and attitudes
- Self-persuasion (few reasons instead of a lot) is more effective than
persuasion by other (a lot of reasons instead of few), due to the ease-of-
retrieval (feel confident about recalled information)  self-generating reasons
leads to the formation of an attitude, which may then translate into behaviour
Predictive coding:
- Our prediction of the world is so strong, that we make a lot of errors when the
world is unpredictable at one point
Cognitive dissonance:
- If a person held two cognitions that were psychologically inconsistent, he
would experience dissonance and would attempt to reduce dissonance much
like one would attempt to reduce hunger, thirst or any drive
- Lake Wobegon effect: tendency to overestimate one’s achievements and
capabilities in relation to others (we have a need to feel good about ourselves)
Researchers want that behaviour to change




It’s a lot easier to change cognitions



Monty Hall Problem:
Biases:
- Predictability:
- Consistency: confirmation bias
- Ease of processing: stereotypes, consistency
- Positive self-image: confirmation bias
Conclusions on consistency:
- We don’t see reality as it is (but as we expect it to be)
- We automatically fill in the blanks (as dictated by expectancy)

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