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Summary Lectures - Social influence (PSB3E-SP07)
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Summary of all the lectures of the course social influence
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LECTURE 1 - INTRODUCTIONThe course will span 7 weeks, covering social influence and persuasion, with reading
assignments from Robert B. Cialdini's Influence: Science and Practice (5th Edition). The course
involves creating a video pitch using the theories and principles discussed.
● Social Influence: The impact of others on one's emotions, opinions, or behaviors.
● Persuasion: Intentional, non-coercive influence focused on others.
● Compliance Gaining: A request aimed at changing behavior.
Heuristics:
● Heuristics are rules of thumb or shortcuts used to make decisions, often unconsciously.
They are efficient but can lead to unwanted outcomes in some cases.
● Examples include using reasons for requests (e.g., "I'm in a rush"), the influence of price
on perceived quality, and the impact of effort on perceived value.
Cognitive Processes:
● Automatic vs. Controlled Processes → Automatic processes are unconscious and
effortless, while controlled processes are deliberate and effortful.
● Recognition Heuristic → People tend to value more recognizable options.
● Simulation Heuristic → The ease with which we can imagine an event influences our
judgment of its likelihood.
Influence Strategies:
● Various strategies, such as the
- contrast principle → where an item appears more attractive if presented after a
higher-priced item
- compromise effect → people often choose a middle-priced option when three are
presented
! Apply these principles to real-world examples, such as creating influence strategies for selling
products (e.g., car insurance), using techniques like price perception and heuristics.
LECTURE 2 - SOCIAL PROOF1
● Social Proof → This concept describes how individuals look to others for guidance,
especially in ambiguous situations. It plays a significant role in conformity and social
norms.
● Conformity → Influenced by two motivations:
○ Normative social influence: The desire to be liked.
○ Informational social influence: The desire to be correct.
● Social Norms:
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