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Lecture notes Social Influence
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All of my lecture notes for the course Social Influence.
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InhoudsopgaveCollege 1: Introduction & Heuristics................................................................2
College 2: Social proof 1.................................................................................4
College 3: Social proof 2.................................................................................8
College 4: Commitment & Consistency...........................................................11
College 5: Reciprocity...................................................................................15
College 6: Liking, using emotions..................................................................18
College 7: Scarcity & Authority.....................................................................21
,Colleges Social Influence
College 1: Introduction & Heuristics
Social influence = when one’s emotions, opinions or behaviors are affected by
others.
Persuasion = intentional, focused at others, non-coercive. Intend to influence
someone. But, not always directed to others, sometimes also to yourself. Also,
not always intentional, sometimes also unintentional.
Compliance gaining = request.
How can we use these. You might have some recognition, but often you think you
never get influenced by that. You using these techniques are the casino, you are
playing the numbers. The roulette table is not making the money, you are playing
the money. Small advantages have huge impact. You only need a slight
advantage. Look for combinations where you use multiple heuristics and
techniques.
Two important questions.
How much control do people have over the information-processing steps?
Are people aware of the actual causes of our thoughts, feelings and
behaviors?
Automatic vs controlled processes.
Controlled: Automatic:
- Awareness - Lack of awareness
- Intended - Unintended
- Controllable - Uncontrollable
- Effortful - Efficient
Dual processes.
Actual cause of behavior behavior
Perceived cause of behavior
Heuristics
Strategies using readily accessible, though loosely applicable, information to
decide.
Rules of thumb, educated guesses, intuitive judgments, common sense.
In part unconscious, automated choices. Fixed-action pattern: behaviors that
occur in virtually the same fashion and order every time.
Why do we use heuristics?
Cognitive limitations
Limited time/ energy
We cannot deliberate on every choice we make
Efficient
Heuristics work very well most of the time
Overall, heuristics are rational
However, in some instances unwanted outcomes
, People like reasons for what they do. People are more likely to do us a favor
when we provide them a reason to do so.
Study Langer and colleagues: asking a favor of people waiting in line to use a
copying machine. See if people are influenced when giving a reason. Giving a
reason makes people more comply. Do we listen to the reason or is it just the fact
that there is a reason. Apparently the ‘because’ is the thing that makes people go
along. There is a limit. When the costs are changed (20 copies instead of 5),
there is a difference. It works, but just for low cost.
Expensive = good.
Expensive beers taste better than inexpensive ones (if quality and style are
similar). This is true even when prices and brands are switched. We use price as
a big indicator. It is not only social desirability. This is also enforced in
campaigns.
Inexpensive = bad.
Complementary products are valued less and perceived to be inexpensive.
Example: evaluate value of bracelet 1) as such, 2) as a free present. As soon
we get it free presented, we devaluate it. People are willing to pay 35%less when
they think it is a free present.
Discount coupons result in higher sales, even when no savings are offered.
Expensive = good and saving costs. The indicated price says how it is valued, the
discount makes people want to buy it.
Effort heuristic.
You find 80 euro on the ground. Does this make a difference when it is your own
hard worked money. Yes, this does make a difference. The effort it took
determines the value of the money. The effort, time involved in producing is also
an indicator of value. Hard earned is spend on rational stuff, where the found
money is spend on hedonic stuff.
The effort we have put in a human, we use this as an indicator of a human. An
important catch is it is you looking back at the effort.
Effort in processing works the other way.
Rhyme. Slogans in rhyme more positive effects, believed to be more true.
Easier to process.
The more easy it is to think of positive aspects of a product, the more positively
that product is evaluated.
Example: name 10 reasons why BMW is a good car. The more reasons the more
processing, then it has a countereffect. Not good as soon as it gets effortful,
differs with persons and products when it gets effortful.
Recognition heuristic
If one of two objects is recognized and the other is not, we think that the
recognized object has the higher value with respect to the criterion. In many
cases this is a valid assumption.
Simulation heuristic
The likelihood of an event is based on how easy it is to picture mentally (risk
perceptions). Like after showing a plane crash, people see higher risk when they
get asked weeks later the risk of a plane crash.
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