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Social Influence Principles

Social Influence Principles. The automaticity principle The commitment and consistency principle The reciprocity principle The scarcity principle The social validation principle The liking principle The authority principle. Proportion of people complying with target request.

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Social Influence Principles

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  1. Social Influence Principles The automaticity principle The commitment and consistency principle The reciprocity principle The scarcity principle The social validation principle The liking principle The authority principle

  2. Proportion of people complying with target request

  3. Proportion of people complying with target request

  4. The low-ball technique Low-ball Control Low-ball Foot-in-the-door Control Experiment 1 Experiment 2

  5. The low-ball technique Experiment 3 Low-ball Low-ball Control High Volition Low Volition

  6. The door in the face technique Door in the Exposure Target Door in the Two Target- Face Control Request Face Requester Request Only Control Control Only Control Experiment 1 Experiment 2

  7. The door-in-the-face technique Door in the Equivalent Target Face Request Control Control Experiment 3

  8. Foot in the door versus door in the face: When is each effective? Experiment 3 Low-ball Low-ball Control High Volition Low Volition

  9. Product Desirability Reason for change

  10. Social Validation...

  11. Liking 1. Physical Attractiveness 2. Similarity 3. Impression Management a. Ingratiation b. Indirect Association

  12. The Liking Principle Similarity...

  13. Authority Milgram (1963) Slight Shock 0 Moderate Shock 0 Strong Shock 0 Very Strong Shock 0 Intense Shock 12.5 Extreme Intensity Shock 20.0 Danger: Severe Shock 2.5 XXX Maximum (450 volts) 65.0

  14. The authority principle…How far would you go? Proportion of people pressing each button Button Labels

  15. Authority The Milgram obedience experiment has been replicated in: Germany Holland Spain Italy Australia Jordan

  16. Summary Weapons of Influence: 1. Commitment and consistency a. The foot-in-the-door effect b. The low ball effect 2. Reciprocity a. The door-in-the-face effect b. The that’s-not-all effect 3. Social Validation 4. Scarcity 5. Liking 6. Authority

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