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Psych 585: Psychology of Persuasion Social Influence

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Psych 585: Psychology of Persuasion Social Influence

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    1. Psych 585: Psychology of Persuasion Social Influence Professor: Icek Aizen Office: Tobin 625 Email: aizen@psych.umass.edu Tel: 545.0509

    2. Influence Processes: Private Acceptance vs. Public Compliance

    3. Depth of Processing

    4. Motivation & Ability to Process and Depth of Processing

    5. Automaticity in Behavior (Bargh, 1996) For behavior to be considered automatic, one or more of the following must be true. Unintentional: No act of will is required to initiate the behavior. Outside awareness: The person is not aware of performing the behavior. Uncontrollable: The person cannot stop the behavior once it has started. Efficient: Performing the behavior does not interfere with other (conscious) processes.

    6. Subliminal Priming of Cognitive Schemas: Scrambled Sentence Task (Bargh, Chen, & Burrows, 1996) The elderly vs. neutral -- played they bingo left regularly -- played they music left regularly Rude vs. polite vs. neutral -- they her bother see usually -- they her respect see usually -- they her send see usually

    7. Automatic Priming of Walking Speed (Bargh, Chen, & Burrows, 1996)

    8. Automatic Priming of Rude Behavior (Bargh, Chen, & Burrows, 1996)

    9. Automatic Goal Pursuit (Bargh, Gollwitzer, et al., 2001) Priming: High-performance goal (vs. neutral). Method: 13 words listed; to be located in a 10x10 letter matrix puzzle, 7 performance-related (vs. not). DV: 3 additional word-search puzzles, each with 10 words to be identified. The words were not given. DV=total number of words found.Priming: High-performance goal (vs. neutral). Method: 13 words listed; to be located in a 10x10 letter matrix puzzle, 7 performance-related (vs. not). DV: 3 additional word-search puzzles, each with 10 words to be identified. The words were not given. DV=total number of words found.

    10. Automatic Goal Activation: Effect on Behavior (Fishbach, Friedman, & Kruglanski, 2003) Female students. Priming: Diet (vs. neutral). Method: Diet magazines (vs. nature magazines) in lab. DV: Choice of apple over candy bar as present at end of expt.Female students. Priming: Diet (vs. neutral). Method: Diet magazines (vs. nature magazines) in lab. DV: Choice of apple over candy bar as present at end of expt.

    11. “Mindlessness”: Using Copying Machine (Langer, Blank, & Chanowitz, 1978) Behavior: Cut in line at copying machine in library. Valid justification: I’m in a hurry. Vacuous justification: Could I use the copying machine because I have to make copies. Small request: 4-5 pages; Large request: Stack of pages to copy.Behavior: Cut in line at copying machine in library. Valid justification: I’m in a hurry. Vacuous justification: Could I use the copying machine because I have to make copies. Small request: 4-5 pages; Large request: Stack of pages to copy.

    12. Reciprocity: Buying Raffle Tickets (Regan, 1971)

    13. Reciprocal Concession (Cialdini et al., 1975) Large: Large request only. Small: Small request only. Choice: Small & large requests described; Ss asked if they would volunteer for either. Concession: First large, then small request.Large: Large request only. Small: Small request only. Choice: Small & large requests described; Ss asked if they would volunteer for either. Concession: First large, then small request.

    14. Concession & Private Acceptance (Miller et al., 1976) Small request: Work a few hours in mental health clinic. Large request: Work 2 hours /week for 2 years in mental health clinic. Verbal: Immediate agreement Actual: Show up at clinic?Small request: Work a few hours in mental health clinic. Large request: Work 2 hours /week for 2 years in mental health clinic. Verbal: Immediate agreement Actual: Show up at clinic?

    15. Commitment: Volunteering for American Cancer Society (Sherman, 1980) Behavior: Volunteer 3 hours to collect money for the American Cancer Society. No prior control: Telephone request w/o prior contact. Hypothetical: Asked if would agree if requested to perform the behavior (as well as 2 other behaviors) Actual: Hypothetical, followed 3 days later by actual request (different person; no connection to first call)Behavior: Volunteer 3 hours to collect money for the American Cancer Society. No prior control: Telephone request w/o prior contact. Hypothetical: Asked if would agree if requested to perform the behavior (as well as 2 other behaviors) Actual: Hypothetical, followed 3 days later by actual request (different person; no connection to first call)

    16. Foot-in-the-Door: Household Inventory (Freedman & Fraser, 1966) Behavior: Let team from a consumer group into home to inventory household products. Control: No prior contact. Info: Prior call, info about the consumer group. Soap hyp: Prior call, asked if would take part in phone survey about soap use, followed by 2nd call, asked for the behavior. Soap actual: Prior call, survey of soap use, followed by 2nd call, asked for the behavior.Behavior: Let team from a consumer group into home to inventory household products. Control: No prior contact. Info: Prior call, info about the consumer group. Soap hyp: Prior call, asked if would take part in phone survey about soap use, followed by 2nd call, asked for the behavior. Soap actual: Prior call, survey of soap use, followed by 2nd call, asked for the behavior.

    17. Foot-in-the-Door: Volunteering for American Heart Association (Chartrand et al., 1999) Initial request (students on campus): Wear button to show support for American Heart Association. Second request: Volunteer 3 hours to sit at info booth, hand out brochures re heart disease prevention. Immediate: Second request follows first right away (Different requester: 1st leaves, 2nd arrives 1 min. later) Delayed: 2 days later. Control: 2nd request only.Initial request (students on campus): Wear button to show support for American Heart Association. Second request: Volunteer 3 hours to sit at info booth, hand out brochures re heart disease prevention. Immediate: Second request follows first right away (Different requester: 1st leaves, 2nd arrives 1 min. later) Delayed: 2 days later. Control: 2nd request only.

    18. Liking and Social Influence In interpersonal influence, liking (positive feeling) for another person can serve as a peripheral cue. Liking can thus trigger “automatic” compliance with a request by a liked stranger. Question: What makes us like (or dislike) a stranger?

    19. Physical Attractiveness and Personality Traits (Dion, Berscheid, & Walster, 1972) Men & women rated three photographs of either men or women varying in physical attractiveness.Men & women rated three photographs of either men or women varying in physical attractiveness.

    20. Initial Impressions: Effects of Speed on Confidence (Willis & Todorov, 2006) Photographs of 70 amateur actors, 50% male, 20-30 years old. Photographs of 70 amateur actors, 50% male, 20-30 years old.

    21. Initial Impressions: Effects of Speed on Judgments (Willis & Todorov, 2006)

    22. Initial Impressions: Effects of Speed on Judgments (Willis & Todorov, 2006)

    23. Effect of Similarity on Attraction in Interpersonal Attraction Paradigm (Byrne, 1961 – 1974)

    24. Effect of Similar Dress on Compliance (Emswiller, Deaux, & Willis, 1971) College student Ss dress like hippie or straight; experimenters like hippie or straight. Ask for a dime to make a phone call.College student Ss dress like hippie or straight; experimenters like hippie or straight. Ask for a dime to make a phone call.

    25. Manipulating Similarity to Influence People (Cialdini, 2001) “Requesters can manipulate similarity to increase liking and compliance by claiming that they have backgrounds and interests similar to ours. Car salespeople, for example, are trained to look for evidence of such things while examining a customer’s trade-in. If there is camping gear in the trunk, the salespeople might mention, later on, how they love to get away from the city whenever they can; if there are golf balls on the back seat, they might remark that they hope the rain will hold off until they can play the eighteen holes they scheduled for later in the day; if they notice that the car was purchased out of state, they might ask where a customer is from and report — with surprise — that they (or their spouse) were born there, too.”

    26. Conformity – The Asch Paradigm

    27. Conformity With Incorrect Majority (Asch (1951)

    28. Percent Conformity With Majority (Allen & Levine, 1971) One extreme incorrect: One confederate disagreed w/ incorrect majority in the even more extreme direction.One extreme incorrect: One confederate disagreed w/ incorrect majority in the even more extreme direction.

    29. Effect of Commitment to Own Opinion: Asch Paradigm (Deutsch & Gerard, 1955) None: Standard Asch paradigm. Magic Pad: First write judgment on magic pad; hear others; erase magic pad; make public judgment. Written: First write judgment on paper in private – not to be collected; hear others; make public judgment. Public: First write judgment on paper and sign it – to be collected; hear others; make public judgment.None: Standard Asch paradigm. Magic Pad: First write judgment on magic pad; hear others; erase magic pad; make public judgment. Written: First write judgment on paper in private – not to be collected; hear others; make public judgment. Public: First write judgment on paper and sign it – to be collected; hear others; make public judgment.

    30. Social Comparison Theory (Festinger, 1954) Unlike objective properties, beliefs and attitudes are subjective. We evaluate the validity of our opinions by comparing them with others’ opinions, and we judge what is correct behavior by looking at what others do. This is usually the case in ambiguous situations where it is not clear what opinions or behaviors are appropriate. We are guided especially by the opinions and behaviors of others who are similar to us, or who find themselves in a similar situation.

    31. Effect of Presence of Others on Helping a Stranger (Darley & Latané, 1968) S with simulated others over intercom system, “taking turns” talking about problems at college, naďve S goes last. One of the others appears to have an epileptic seizure. S with simulated others over intercom system, “taking turns” talking about problems at college, naďve S goes last. One of the others appears to have an epileptic seizure.

    32. Effect of Ambiguity on Social Influence (Latané & Darley, 1968) While waiting for expt to begin, smoke began to fill the room. The 2 confederates did not react.While waiting for expt to begin, smoke began to fill the room. The 2 confederates did not react.

    33. Group-Induced Polarization: 12 Choice Dilemmas (Wallach, Kogan, & Bem, 1962) Example Mr. E. is president of a metals corporation in the U.S. The corporation is quite prosperous and Mr. E. has considered the possibility of expansion by building an additional plant in a new location. His choice is between building another plant in the U.S., where there would be a moderate return on the initial investment, or building a plant in a foreign country, where lower labor costs and easy access to raw materials would mean a much higher return on the initial investment. However, there is a history of political instability and revolution in the foreign country under consideration. In fact, the leader of a small minority party is committed to nationalizing, that is, taking over all foreign investments.

    34. Group-Induced Polarization (Wallach, Kogan, & Bem, 1962) Imagine that you are advising Mr. E. Listed below are several probabilities of continued political stability in the foreign country under consideration. Please check the lowest probability that you could consider acceptable in order for Mr. E.’s corporation to build in that country. ___ The chances are 1 in 10 that the foreign country will remain politically stable. ___ The chances are 3 in 10 that the foreign country will remain politically stable. ___ The chances are 5 in 10 that the foreign country will remain politically stable. ___ The chances are 7in 10 that the foreign country will remain politically stable. ___ The chances are 9 in 10 that the foreign country will remain politically stable. ___ Place a check mark here if you think Mr. E.’s corporation should not build a plant in the foreign country, no matter what the probabilities.

    35. Group-Induced Polarization (Wallach, Kogan, & Bem, 1962) Individual decisions are followed by discussion until the group reaches a unanimous consensus. Results: On 10 of the 12 choice dilemmas, the decision reached by the group is more risky than the mean pre-discussion judgments. On 2 dilemmas, shifts in the conservative direction are observed.

    36. Possible Explanations of Group-Induced Shifts in Decisions Riskier people are more persuasive. Under most circumstances, cultural values favor risk taking. Persuasive argumentation.

    37. Pressure Toward Unanimity: Self-Censorship

    38. Group Think (Janis, 1971; 1982) Groups can adopt policies with disastrous consequences because of the dynamics of group decision making. Examples 1950 invasion of North Korea (Truman) 1961 invasion of Cuba at the Bay of Pigs (Kennedy) 1964-65 escalation of the Vietnam War (Kennedy, Johnson) 2003 invasion of Iraq (Bush)

    40. Legitimate Authority Figures Officers in the military Police Physicians, nurses Scientists Politicians (President, Senators, etc.) Supervisors at work

    41. Authority and Obedience (Milgram, 1963)

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