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PSYCH 2C03 (180)

social psych lec 5.docx

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McMaster University
Jennifer Ostovich

PERSUATION Outline  How to induce behavioral change o Get people to do what you want them to do  How to induce cognitive change o Get people to think what you want them to think Changing other behavior by exploiting need for consistency and reciprocation Persuasive Tactics Definitions Consistency  Normative pressure to appear consistent o They think there is this punishment after for being inconsistent o People have strong normative pressure to be consistent o We don't trust people if they are not consistent if what they say and what they do is not consistent  Get a commitment from someone and they will follow through Reciprocation  Evolutionary and social pressure to reciprocate favors o We think that people who are able to reciprocate survive and these people pass this on to the next generations  Ex. If someone gives you meat then you give them some of yours, and if you don’t, no one will do that favor for you next time, therefore decreases your survival rate  Do someone a favor, and they must do one for you o Kind of like a threat Consitency-based Tactics 1; Low balling Definitions and example  Two easy steps o Secure a deal  Now they are committed o Change the terms of the deal after commitment  Ex. Buying a car, you agree and commit to buy the car but you sit down to figure out the finance and they give you options of what the car needs and you realize it cost more than you thought to get all the neccessities for the car  Research o Iv: low ball vs control o DV: % willing to participate  Call people and ask if they would like to participate in an experiment o Control: many don't say yes when all conditions are given. o Lowball effect: most of them say okay: "ill see you at 7 am"  You have twice as people saying yes when they are low-balled compared to when they are not  Therefore significant difference between control who weren't low balled and people who were  Low-balling for good/  Pallak et al (1980)  DV-->% reduction in energy consumption o They phone up people and gave them energy tips+request to conserve o And the people said sure yeh we will try o A month later they compared the energy and no difference o They get called again  Step 2: IV--> publicity o But this time they call and say if you save energy then you will be publicized in the local newspaper o A month after energy consumption was decreased and have committed due to the offer of a "prize"  Step 3: IV--> Low-ball o We take the offer away: sorry we cannot put you in the paper the stats were too low o But their habits were changed and they already committed to it so they keep doing it even though they were low-balled o So low-balling in the end could be not so bad Consistency-based tactics2: Foot in the Door  Definition o Knock on the door and offer the person something cheap and easy and give them a sample  Ex. Bring vacuum and they ask if they can come in an demonstrate the wonders of the vacuum  Get someone to do a very small favour and get them to commit to it, and gradually make more bigger favors  Ex. Ask friend to drive to fortinos (friend no problem on their way), then they take you to fortinos often, but now you want them to take you to IKEA, and since they drove you to fortinos
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