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56 Cards in this Set
- Front
- Back
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Two approaches to convince someone to do something
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Single Message
Multiple Messsages |
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Ethical Threshold Model
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Continuum of strategies ranging from Positive (prosocial, acceptable for use) to Negative (antisocial, unacceptable for use)
(+) ------------------------------------------------ (-) EX: “If you do this, you’ll feel better” versus “If you don’t do this, I’ll never talk to you again” Your personal “Ethical Threshold” determines potential strategy choices |
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Ethical threshold is affected by…
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The situation
Level of intimacy Benefits perceived Your personality Dogmatic people are more willing to use negative strategies |
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Linguistic Aspect
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Wording can affect compliance outcome
“Every penny can help” technique (Cialdini & Schroeder, 1976) Typically used for humanitarian organizations Increases the number of donors Increases the amount donated |
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enhancing the reward
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“That’s not all” technique (Burger, 1986)
Steps: Set a price Before recipient can respond, improve the deal Lower price or include extra product |
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Burger’s (1986) “Bake Sale” experiment
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Extra product
Cupcake [75¢] 40% success rate Cupcake [75¢] w/2 free cookies 73% success Lowering the price Cupcake [75¢] 44% success rate Cupcake [$175¢] 73% success |
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“That’s not all” Technique
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Works best when…
Target does not have much time to think about what is going on Works because… Exchange principle If I do something for you, then you should do something for me Contrast principle We notice differences between things |
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Sequential Request Strategies
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Foot-in-the-Door
Door-in-the-Face Low-Ball Fear-then-relief Pique technique Disrupt-then-reframe |
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Foot-In-The-Door
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STEPS
(1) Make a request that is sufficiently small that most will agree to (2): After some time, another request comes which is larger Goal of persuader = second (larger) request Once the target has agreed to first request, they will be more likely to agree to the second Can build up over time Roommate not doing the dishes? First convince him to dry a cup Then convince him to wash a cup Build your way to asking him to wash ALL of his dishes [goal] Gets its name from a door-to-door salesmen strategy would literally try to get a foot in the door by asking for a glass of water, etc |
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Why does Foot-In-The-Door Work?
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Self-Perception Theory
Behavior attitude “I am cooperative” “I am helpful to strangers” Need for consistency Agreed with first request = agree with second When does it work? Prosocial requests (give $ to charity, favors) When enough time has lapsed between requests |
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Door-in-the-face
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Opposite of Foot-in-the-Door
Steps: (1) Begin with large request that will most likely be denied (2) Then scale down to a smaller request Goal of persuader = second (smaller) request After refusing the first large request, target is more likely to accept the more moderate request (compared to someone only receiving the moderate request) |
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Cialdini experiment (1975)
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Experimental Group
1st Be a counselor to juvenile delinquents for 2+ years? [0% acceptance] 2nd Chaperone a group of juvenile delinquents on a 2 hour trip to the zoo? [50% acceptance] Control Group 1st Chaperone a group of juvenile delinquents on a 2 hour trip to the zoo? [17% acceptance] Consistent findings across repeated studies |
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Why does Door-In-The-Face Work?
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O’Keefe (2000, 2002) guilt
Target might feel obligated, after saying “NO” to concede and say “YES” Cialdini (2001) perceptual contrast Second request seems even smaller when compared to the first When does it work? More effective when request is prosocial, and there is no delay between requests |
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Low-Ball Technique
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Steps:
(1) Secure compliance from target (2) Then change the request Often used by salespeople EX: Salesman offers $ to trade-in old car for a new one. Seems like a good deal-- you agree. He leaves to get supervisor’s OK, and comes back saying he offered too much for the trade in. They’ll lose $. Typically, customer feels committed to the decision and accepts less for the trade-in |
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Cialdini Experiment (1978)
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Experimental Group
Will you participate in a study? Yes? Well, it takes place at 7:00am Still want to participate? [56% acceptance] Control Group We are running a study at 7:00am Will you participate? [31% acceptance] Behavioral outcome Students from both E & C showed up!! [E=95%, C=79%] |
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Why does Low-Ball Technique work?
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Cialdini (1978) Psychological commitment
Once target makes a decision, they are committed to it (less likely to change) Customer makes an active decision The same force is at play when playing poker Can you explain the connection? |
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Fear-then-relief
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Steps:
(1) Put target into state of fear (2) Suddenly eliminate the fear (3) Make a request Why does it work? Creates a temporary state of mindlessness Cognitively preoccupied by the situation (less attentive), and therefore more susceptible to influence Less careful information processing (Dolinski & Nawrat, 1998) |
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Pique technique
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Make an unusual request; or in an unusual or atypical manner
People will pay attention wonder why Santos, Leve, & Pratkanis (1994) get a “beggar” to ask for change from passersby: “Can you spare any change?” 44% comply “Can you spare a quarter?” 64% comply “Can you spare 17 cents?” 75% comply |
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Why does the pique technique work?
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A novel request…
Creates surprise Forces target to pay attention Elicits central processing of the message When does it work? When you want the target to think centrally about the message |
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Disrupt-then-reframe
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Introduce an unexpected element into your pitch, or…
Disrupt someone while talking, and then reframe what they are saying to mean something else Davis and Knowles (1999) experiment: Pack of 8 cards for $3 40% purchase Pack of 8 cards for “300 pennies, that’s a bargain” 80% purchase |
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Why does disrupt-then-reframe work?
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Disrupts critical thinking, making target more susceptible to influence
When thinking about 300 pennies (the disruption), they are not carefully scrutinizing “it’s a bargain” so they passively accept that |
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Micro
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Interpersonal [small-scale]
One-to-one or face-to-face communication Compliance gaining strategies Last Monday |
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Meso
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Group [medium scale]
One-to-group or group-to-one dynamics of persuasion Today |
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Macro
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Society [large scale]
One-to-many; such as advertising and campaigns Next week |
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Group conformity
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“power in numbers”
Power of peers Power of majority |
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Unanimity
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powerful persuasive tool
With one other dissenter, it’s easier for me to dissent |
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Why do people comply?
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“truth lies in numbers”
A heuristic Informational Influence Wanting to be accepted/Not be rejected Normative Influence **Majorities have a great deal of power** They will reject us if our viewpoints differ |
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Increasing/Decreasing Conformity
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Does a majority of 10 have more influence than a majority of 9? Of 4?
Maximum influence = groups of 3 Larger majorities do not have more influence (Asch,1956; Stang.1976) Anonymity (Deutsch & Gerard, l955) Negatively related to conformity Anonymous answers = reduced conformity Why? Examples? Ambiguity, Difficulty of task Positively related to conformity Why? Examples? Presence of dissenter Even just 1 (reduces conformity from 33% to 5%) Dissenter doesn’t have to agree with you |
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Avoiding dissent
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Because 1 dissenter can minimize majority persuasion…
Groups go to great lengths to silence dissent But this can be harmful to the group! EXAMPLE: Challenger Disaster (1986) Scientists dissent [o-rings], urging the craft not to launch! But craft launches anyway |
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Groupthink (Janis, 1978)
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When group members seek unanimous agreement, despite facts that lead to a different conclusion
In cohesive groups In isolated/insulated groups Social norms promote homogeneity Group leader typically dominates Low situational self-efficacy |
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Symptoms of groupthink
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Illusion of Invulnerability
Ignore obvious danger Take (often extreme) risks Overly optimistic Collective Rationalization Members discredit/explain away warning Illusion of Morality Members believe their decisions are morally correct Excessive Stereotyping The group constructs negative stereotypes of rivals outside the group Pressure for Conformity Opposition is viewed as disloyalty Members pressure anyone who disagrees Self-Censorship Members withhold dissention Illusion of Unanimity Members falsely perceive that everyone agrees Silence is seen as consent Mindguards Self-appointed members role of protecting the group from adverse info. that threatens group agreement Often protect the leader (ex: Dwight) |
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Avoiding groupthink
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Group norms
Favor (functional) disagreement Accept criticism Members Take the role of devil’s advocate Consult outside experts Group decision-making Could be done in subgroups– minimize forces of group persuasion Anonymity Collect feedback/suggestions anonymously |
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Results: minority influence
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Control Condition
Individually, people did not make mistakes Slides = blue Consistent Condition Confederates report green slides every time Report green slides in 8.42% of trials Inconsistent Condition Confederates report both green and blue slides No influence Slides = blue |
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Cults & group persuasion
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Examples of Cults
Jim Jones & the People’s Temple (1978) Over 900 members mass suicide in Guyana (Jonestown) Drank fruit punch laced with cyanide Better to take your own life than have it taken (believed CIA would attack) David Koresh & the Branch Davidians (1993) Lived in compound in Waco, Texas Over 80 die in shoot-out/fire with government agents |
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What is a cult?
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Specific pattern of social relations:
Key is dependency Members are dependent on the group & leader Dependency resources (money, food, information) Dependency self-esteem/identity Tend to be highly leader oriented Leader cannot be criticized or second-guessed No checks/balances on the leader’s power Leader is exempt from rules of the cult Communication is controlled Centralized Insulated (no comm. with outside) Controls the group (crushes dissent) |
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The Science of advertising
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Subliminal messaging
Involvement Environmental Manipulation Grocery/Department stores Restaurants |
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The Psychology of Advertising
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Subliminal messages
Operating at various levels of perception Physical placement Shopping environment as persuasion |
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Subliminal messages
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Occurs when the message is presented below the threshold of awareness
Your brain observes it But you don’t know that you saw it |
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Do subliminal messages persuade?
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No evidence of direct persuasion effects
You might receive the information But for persuasion to happen… Subliminal message must be goal relevant Receiver must be motivated to pursue goal Subliminal messages do not create the need for something |
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Effects of subliminal messages
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1. People have various sensitivities to stimuli.
For subliminal messages to work… they must discretely influence people with normal thresholds but not capture the attention of people with high sensitivity 2.There is no guarantee that what people see perceptually is what the ad designer intended Messages can flash quickly People can “misread” the message 3. For a subliminal message to be effective, it must capture the viewer’s attention People are often distracted when watching TV or leafing through a magazine 4. Subliminal messages are so subtle in ads they may be easily overlooked the mind may not notice such subtleties in light of the more powerful sights and sounds that bombard the senses |
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A self-fulfilling prophecy in subliminal ads
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Subliminal ads may be effective if the audience member anticipates them
If you believe that (1) subliminal messages work, and that (2) you are listening to subliminal messages you will be influenced Regardless of whether there are subliminal messages or not (Greenwald et al, 1991) Placebo effect self fulfilling prophecy |
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Exposure as persuasion
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Repetition liking?
Example: hearing a song First time: After hearing it over and over: Works when… Item is neutral (we don’t already have an evaluation of it) Helps form attitudes…not change them There’s just the right amount Too little no effect Too much leads to boredom/annoyance |
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Repetition accessibility
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Accessibility = how conveniently or easily an attitude can be recalled
Ads connect products to ideas to make them more easily retrievable Coke Christmas McD childhood Benetton Ethnic diversity |
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Physical environment as Persuasion
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Aspects about our physical surroundings can persuade us:
Layout/design Comforts & conveniences Two examples: Grocery Shopping Eating out |
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Tricks of the shopping experience
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Cart has a large bin
Most desirable departments are far away from the entrance Toy section is far away from entrance Impulse buys at the checkouts Various options for each product most expensive option at eye level Items sometimes are displayed as if they are on sale, but they are not Items of greater demand are often surrounded by items of less demand Slickly packaged items are interspersed with less slickly packaged items |
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Goals of a campaign
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Influence audience perceptions
Influence content of conversations Change behavior |
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Strategic Communication
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Identifying specific goals
Identifying a target audience Crafting a message |
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Examples of Campaign goals
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Healthy eating
Less drinking Voting Recycling No smoking Sun protection |
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Campaigns rely on:
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Frequent & consistent messages
Range of communication channels |
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defining “campaign”
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Uses diverse communication channels
Mediated messages Interpersonal interactions Public forums Attempting to shape behaviors Via changes in attitudes/beliefs Generates specific “socially desirable” outcomes In a large group of individuals [Macro-level effort] |
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Two types of campaigns
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Advertising Campaigns
Public Information Campaigns |
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Types of campaigns
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(1) Individual Behavior Change
socially “problematic” behavior promote socially “healthy” behavior Example: Anti-smoking http://www.youtube.com/watch?v=XNIBaaO7CkU (2) Public Will Campaigns Organize public actions policy change Often target news media Example: Health care policy reform |
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Campaign Message
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Simple
Memorable |
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Innovation Characteristics: Observability
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Can I see the benefits of adopting this innovation??
Some outcomes are invisible |
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Innovation Characteristics: Relative Advantage
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Comparison
decision to adopt vs. the current state of things (status quo) “Is this better than what I am currently doing?” What are the consequences if I don’t adopt? |
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Social Marketing/5 Steps
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Using what we know about selling products to also sell prosocial ideas
Five strategic steps Planning Theory Communication Analysis Implementation Evaluation |
