College aantekeningen
Lecture notes Social Influence (PSB3E-SP07)
- Instelling
- Rijksuniversiteit Groningen (RuG)
This document consists of notes of all the lectures from the course Social Influence.
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SOCIAL INFLUENCE AANTEKENINGENWEEK 1
1. What do you need to know before discussing Social Influence
Social influence = When ones emotions, opinions, or behaviours are influenced by other people.
How does social influence differ from persuasion?
Persuasion = when you are using social influence tactics intentionally to influence other people. In its purest form: It
is non coercive, it involves two or more people, it is intentional. Persuasion can also happen within a person. It can
also be unintentional. It can also be coercive in the sense that if a friend of you asks if you can help him move boxes
all day, saying no isn’t really an option.
Compliance gaining = Someone making a request to someone else and using social influence tactics to influence the
other person to actually comply to that.
The process via which we are influenced:
There are two processes through which we get information: automatic processes and controlled processes.
Hier gaat het meestal om automatic processen.
2. What are heuristics? And the power of “because”
Heuristics = Decision strategies, rules of thumb, intuitive judgements, educated guesses. They are mostly
unconscious, automated choices. There is a trigger that activated a whole process that gets you to your decision. We
use heuristics because they are highly efficient and often correct. In some instances it leads to unwanted behaviour.
Langer: Looked at people who were in line for a copy machine, and they asked people who were standing in line for
a favour: they wanted to go first. Conditions:
Control: Excuse me, I have five pages, may I use the copy machine? 60% complies.
Condition 2: Excuse me, I have five pages, may I use the copy machine, because I am in a rush? 94%
complies.
People like a reason for a favour, so giving them a reason would make more people comply with the request. This
was quite logical and easy, so they added a third condition to the experiment:
Condition 3: Excuse me, I have five pages, may I use the copy machine, because I have to make some copies?
93% complies.
No extra information is added, however, in this condition almost the same amount of people complies as in
condition 2. The “because” is mostly the trigger, you hear because and you think: there is a reason.
BUT: If the costs for the individual get to high to go along, they tend to rely more on effortful thinking about
all the arguments that are provided, and base their decision on that. Langer showed this by instead of saying ‘I have
five pages’, they said ‘I have twenty pages, can I go first?’. Then in the last condition, were there is no additional
information provided, people go along in the same rate as the no reason condition.
3. How raising the price can actually increase sales
Often price is used as a heuristic to determine the quality of a product, and thereby it is used to make a decision
upon. An experiment that showed this went like this:
People were tasting beers and had to say if they liked it and which they liked better. They got some information
about the beers, with the price included. What they didn’t know, was that the beers were actually all the same. But
still, people rated the ‘more expensive’ beers as better tasting and nicer.
When a product is lower priced, or free, people will rate it as less valuable and less tasty/less quality, etc.
In an experiment, people had to say what they which price they were willing to pay for a golden bracelet.
Condition 1: No additional information.
Condition 2: They said it was a complementary good, a free present that they gave to others.
People are willing to pay 35% less for the same bracelet that is indicated as a complementary good.
So when a product is marketed as a free gift, people will automatically devalue the worth of the product, making it
less successful or effectful as a gift. So: indicate the price!
Discounts are effective when people see the original price, and then the discounted price. This is because then,
people will still rate the product as highly valuable (because of the original price) and still really like the discount.
, 4. Why and how to “play hard to get”
Situation 1: You are walking on the street, and see 80 euros lying there for you to grab.
Situation 2: You earn 80 euros by working very hard.
Would it make a difference for how you spend the money? YES. Money that has come by easily is spent different
than hard labour. When you worked hard for your money, you probably will spend in on rational things, like your
groceries. If it is, however, money that is easily obtained, then you would spend it on easy things like clothing or
computer games. Effort is often used as a heuristic to indicate how valuable something is.
When someone plays hard to get, you are looking back at all the effort that you have put in for this person, and on
the basis that you like this person very much, if you did all this for this person, then they must be the greatest person
ever. So you are using the effort you put in as a heuristic for how nice, how likeable, how attractive this person is (in
hindsight).
Effort also have an active effect if it come to the process in which you have think about arguments. If there are
arguments presented and it is very hard to follow the arguments, the effort that is involved in processing this is often
used as a heuristic to value the argument in itself. Arguments that are easy to process are often rated as more true.
Example: slogans with some form of rhyme are more effective, because they are easier to process.
Condition 1: You have to name 1 thing you like about BMW cars.
Condition 2: You have to name 10 things you like about BMW cars.
In the 10 reason condition, people afterwards were less favourable about the car. This is because there was a lot of
effort involved in coming up with 10 things, and when you are not able to come up with 10 things, you take that as
an indicator that you don’t like the car that much.
5. Simulation, recognition and similarity as weapons of influence
Recognition heuristic = Many people, if they are presented with two options, they will chose the option that is
familiar to them as rating higher on that specific criteria that they are asked for. Something that we recognize is
often higher on that value and the correct answer.
Similarity heuristic = When making judgements, we often compare the current situation to previous experience and
prototypes of these experiences. When we have a negative experience, then we like to shy away from new
experiences that quite line up to that. The same holds for positive experiences.
Simulation heuristic = The ease with which we can imagine something is often used as a heuristic to determine its
probability. This is especially the case in risk analysis.
Situation 1: You get to the train platform and you don’t see a train, you clearly missed it.
Situation 2: You get to the train platform and see the train going away.
In which situation do you feel more regret? situation 2, because you can clearly imagine how things would have
played out differently.
6. The product made to influence you
Contrast principles = When we make judgements, we often use reference points. What you choose as a reference
point will influence your judgement. So if you have to decide how tall someone is, whether you use a smurf or a
basketball player as a reference point will have an influence on your judgements, because we tend to overestimate
the difference we see and observe between the two.
You can use this in persuasion by influencing which reference point people take and use in their decisions. If you sell
something very expensive first at a very high price, and then offer some additional goods that are far less expensive,
the price of those additional goods seems lower (is often used at car sales).
You are sitting in a restaurant, on a first date, you are going to have a great meal and you want some wine to go with
it. You ask the waiter for the menu, and then on the menu, you see option number 1 (very expensive but amazing
wine). You also see option 2 (a carton box wine), and option 3 (less expensive then option 1, but more expensive
then option 2) Which one would you chose? People will most likely go for the middle one, because people like
the more affordable option, but like to compromise, so they go for the middle one.
SO: By adding a compromise option you can play around with the decision frame of the consumer, and
thereby steer their behaviour.
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