College aantekeningen

College aantekeningen Social Influence, Public Communication&Advertising

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Universiteit Utrecht (UU)

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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Geupload op 26 november 2024
Aantal pagina's 26
Geschreven in 2024/2025
Type College aantekeningen
Docent(en) Dr. madelijn strick
Bevat Alle colleges

social influence
social psychology
public communication
advertising
marketing
business
politics
motivation
psychology
social identity
influence
society
strategies
products
ideas
movements
regulatory f

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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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