Summary of chapter 13 (Social influence and persuasion) of Social psychology and human nature by Baumeister and Bushman. The order of the book is followed, and the summary is based on the key words of the book. There is a table of contents, which may prove useful when searching for certain topics i...
Chapter 13: Social influence and persuasion p. 441
Contents
Two types of social influence.................................................................................................................2
Being liked: normative influence.......................................................................................................2
Being correct: informational influence..............................................................................................2
Techniques of social influence...............................................................................................................3
Techniques based on commitment and consistency.........................................................................3
Techniques based on reciprocation...................................................................................................3
Techniques based on scarcity............................................................................................................3
Techniques based on capturing and disrupting attention..................................................................4
Persuasion.............................................................................................................................................5
Who: the source................................................................................................................................5
Says what: the message.....................................................................................................................5
Reason versus emotion..................................................................................................................5
Stealing thunder............................................................................................................................6
Repetition......................................................................................................................................6
To whom: the audience.....................................................................................................................6
Intelligence....................................................................................................................................6
Need for cognition.........................................................................................................................6
Concern about public image..........................................................................................................7
Age.................................................................................................................................................7
Cultural differences........................................................................................................................7
Overheard messages......................................................................................................................7
Distraction.....................................................................................................................................7
Two routes to persuasion..................................................................................................................8
, Two types of social influence
Being liked: normative influence
Normative influence – going along with the crowd in order to be liked and accepted
- Seeking social acceptance
- Conformity is the main influence in this phenomenon
- People follow group norms, even if the group is full of strangers
- Makes people copy behavior, even if believed to be surely wrong, also known as public
compliance
Public compliance – outwardly going along with the group but maintaining a private,
inner belief that the group is wrong
Being correct: informational influence
Group norms – the beliefs or behaviors that a group of people accepts as normal
Informational influence – going along with the crowd because you think the crowd knows
more than you do
- Reflects the human tendency of putting people first
- People adapt to informational influence in ambiguous or crisis situations: when not
knowing what to do, or not having the time to think about it.
- This can lead to pluralistic ignorance: everyone is waiting for another person to set the
example, leading to nobody doing anything
- Leads to private acceptance.
Private acceptance – a genuine inner belief that others are right
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