Lecture_10

Lecture_10 - Lecture 10: Social Influence/Psychology...

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Lecture 10: Social Influence/Psychology Outline: The ABC’s of Influence Persuasion o Central and peripheral routes Conformity o Informational conformity o Normative conformity Compliance o Reciprocity o Commitment and consistency Foot in the door Low ball Obedience to authority Social psychology is the psychology of “everyday life”. Where sociology studies groups, psychology studies individuals. Social psychology is a blend of the two; focusing on the individual, but on the “social” impact (the person relative to other people). Social psychology contains the “misc.” of psychology. There is no coherent theme. As a discipline, it is fractured. Social Influence The social dyad (P x P); when we form relationships with each other, we have an impact on each others feelings, the things that we do, and the way we think; the closer the relationship, the greater the influence. When we explore interactions between people, social psychologists look at the behavioural and cognitive components. Persuasion: interacting with another person and persuading their behaviour . o i.e.: advertising Conformity: the interaction is with a group of people, rather than just one other person; it is a group phenomenon. A person will conform to the norms of the group. o i.e.: peer pressure, etc. Compliance: a variation on conformity; one on one process rather than a group. One person gets the other to do what they want them to do. It is more face to face than conformity. Obedience: a variation of conformity, but the person influencing has power. They can force you to comply with what they want. Persuasion i.e.: the beer brewery example. Ultimate goal is to change your behaviour to ensure that you will buy this beer rather than another type. o Central route: seemingly obvious about what you are going to do. (Going after belief sets/attitudes). Provide arguments that will make
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you amend your schemas in relation to beer in order to make Warrior Beer your beer of choice. Need to distinguish from the others. The same concept of advertising as shown in comparison
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Lecture_10 - Lecture 10: Social Influence/Psychology...

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