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Social influence and cultural emergence

Social influence and cultural emergence. General information. What is the difference between social influence and persuasion? Conformity vs. compliance vs. obedience Sherif , Asch, and Milgram classic studies What made for more conformity/obedience in these?

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Social influence and cultural emergence

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  1. Social influence and cultural emergence

  2. General information • What is the difference between social influence and persuasion? • Conformity vs. compliance vs. obedience • Sherif, Asch, and Milgram classic studies • What made for more conformity/obedience in these? • Informational vs. normative influence

  3. Cialdini’s techniques • Influence • Six techniques • Reciprocity • Social validation (social comparison theory) • Consistency (cognitive dissonance theory) • Liking • Scarcity (reactance theory) • Authority • Examples? Examples not in sales?

  4. Evolution and Influence • How could these be evolutionary? What does adding that give us? • Goals • Relationships • Coalition formation, status, self-protection, mate selection, mate retention, parental care • What techniques would be more or less effective for the above goals? For strangers vs. children vs. partners?

  5. Social norms and influence • Deviance regulation theory (Blanton & Christie, 2003) • What does it predict? • How does this relate to influence? • Social identity theory (Abrams & Hogg, 1990) • Focus theory of normative conduct (Cialdini, Kallgren, & Reno, 1991) • Injunctive vs. descriptive norms • Attention

  6. Focus theory • Examples of effective vs. ineffective campaigns? • What should we do to make people more aware of climate change or get them to take action (e.g., drive less), according to this approach? • What does this approach suggest about social norms marketing campaigns/pluralistic ignorance? • Avoid the stork

  7. Cultural emergence • What is culture according to DSIT? According to Norenzayan et al.? • Culture vs. evolution • How does evolution relate to culture? • Bottom up vs. top down • Other research: memes, elements of cultures that are most likely to be passed on, what happens as they get passed on?

  8. Dynamic social impact theory (Latane, 1990) • Social impact theory (Latane, 1981) • What are the 3 factors? • What does it mean to have a multiplicative function? A marginally decreasing effect? • Catastrophe theory of attitudes (Latane& Nowak, 1994) • Involving vs. uninvolving attitudes • DSIT • What are the 4 C’s of culture? What do each of them mean? • What types of studies have shown support for DSIT? • Other examples?

  9. DSIT continued • How does modernization affect DSIT predictions? • How do individual differences fit in? • What new directions are there to be tested with DSIT? • Are all the assumptions of DSIT supported? • Are there other explanations for the DSIT study results? • Are there other problems with this approach? • Is it consistent with evolutionary approaches?

  10. Evolution and culture (Norenzayan, Schaller, & Heine, 2006) • “New look” evolutionary psych • How do evolved capacities make culture possible? • How can biological evolution and social communication work together to create culture? • What “moral norms” may have evolved and why? Ingroup/outgroup? Religion? Cultural artifacts? Myths? • What types of things are more likely to be passed on and why?

  11. Cultural evolution • What are universals and what do they tell us? Importance of levels of specificity in universals. Importance of looking at cultural variation • TMT, sociometer • Racial prejudice • Gender differences • 4 degrees of universality • Non-universal • Existential universal • Functional universal • Accessibility universal • Examples?

  12. Why might psychological phenomena be universal or not across cultures? • Does universal mean “innate”?

  13. Infectious diseases and culture • More value placed on physical attractiveness in a mate (Gangestad & Buss, 1993) • Lower mean levels of sociosexuality, extraversion, and openness to experience, but do not differ on other personality variables (e.g., conscientiousness) (Schaller & Murray, 2008) • Fewer political/social rights (Thornhill, Fincher, & Aran, 2009) • More religious (Fincher & Thornhill, 2008) • More collectivist. (Fincher, Thornhill, Murray, & Schaller, 2009)

  14. Other factors • Concern for optimal social exchange • Tom’s thesis on disabled persons • What things are more likely to be passed on? • Boyd & Richerson, 1985 • Sperber, 1996 • Chip Heath’s research • Memorability • Surprise • Emotions (esp. disgust) • Ease of communication • Push for novelty • Establishment of social identity • Cultural exchange

  15. Religion • All known societies have • Belief in supernatural agents • Who demand public expressions of commitment • And who manage fears of death, meaningless, and hopelessness • Minimally counterintuitive stories and concepts are better remembered and spread • Ghosts beat zombies • Why would religion evolve? • Is it culture or biology? Atran, Norenzayan

  16. Next week • Groups • Paper ideas!

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