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College aantekeningen Social Influence, Public Communication&Advertising

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This document contains comprehensive and well-organized notes from all lectures of Social Influence, Public Communication, and Advertising, a core course within the master's program Social, Health, and Organisational Psychology. The summary explains the key concepts and theories using various examp...

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  • 26 november 2024
  • 26
  • 2024/2025
  • College aantekeningen
  • Dr. madelijn strick
  • Alle colleges
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Social Influence, Public Communication and Advertising




Lecture 1 – Regulatory focus & Resistance

What is social influence?
Shaping and presenting products, ideas, or movements in a way that motivates people to
engage and say ‘yes’ – for profit, non-profit and political goals

Regulatory focus
: distinguishes between promotion focus – oriented towards achieving positive outcomes –
and preventing focus – which is oriented towards safety and avoiding negative outcomes -
 E.g., how can I get the most out of this course? or how can I avoid failing this class
or?
 Everyone has one focus that is more prominent than the other


Scholer et al (2019) –– see article 01
 Differences arise from chronic or temporal orientation
 Chronic orientations are orthogonal
o Individuals can simultaneously have strong prevention and promotion
systems
 Temporal orientations are dependent
o At any given time, one orientation is going to dominate
 Chronic orientations are measured with questionnaire, e.g.:
o “I often think about the person I would ideally like to be with in the future”
o I frequently think about how I can prevent failures in my life”

So how do we develop these chronic orientations (more or less of one of the focus)?
 depends on how we are raised




Authoritative (very communicative, together)  more likely to develop promotion focus
Authoritarian (very strict, punishment)  more likely to develop preventing focus




1

,Next to the promotion and prevention system, you also have an approach and avoidance
style
 these are also orthogonal – independent of each other
 both promotion or prevention focused are also approach and avoidance focused
o only they both different in what they approach and what they avoid




 brain regions that are activated when people are asked what their ideal is (desire, duty)
and what they ought (things you must do)
 ideal > related to intuition and reward sensitivity (promotion style)
 ought > related to self-awareness and adaptation (prevention style)


Motivation orientation differs systematically with
 age – younger people more promotion focused
 gender – women tend to be more prevention focused
 culture – collectivistic cultures more prevention focused
 upbringing – (e.g., Scholer et al.) – see article 01
 type of decision – context determine what system is activated (everyone has both)
But…
 Avoid generalizations > people’s orientations vary widely from situation to situation –
avoid stereotyping

People in a promotion focus
…. have different preferences
 interested in promotion-oriented products (e.g., holidays more than alarm systems)
 attend to promotion-oriented attributes (e.g., more luxury than security of products)
g
… are motivated by different factors
 inspired by positive role models
 motivated by praise for excellent work

2

, … process information in an eager way
 prioritize speedy decisions
 focus on the big picture instead of the details
 focus on obtaining the best option
 are more creative
… have different self-views
 more politically liberal
 independent (view themselves independent, “I am vegan”)
 higher self-esteem

People in a prevention focus
… have different preferences
 interested in prevention-oriented products
 attend to prevention-oriented attributes
… are motivated by different factors
 inspired by positive AND negative role models
 motivated by criticism about their work
… process information in a vigilant way
 prioritize accuracy to speed
 focus on the details
 focus on eliminating the worst option
 favor repetition, are less creative
… have different self-views
 more conservative
 interdependent (view themselves in relation, “I am a niece”)
 lower self-esteem

 think about in which state your audience is (prevention or promotion) to know which
language to use

Regulatory fit

: A person’s motivational orientation leads them to prefer products and messages that help
sustain her orientation (promotion-promotion and prevention-prevention)
 It makes them ‘feel right’ during message reception
 It increases their strength of engagement with the message

It’s not only about the message, but also about the way it is presented




3

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