SOCPSY 1Z03 Lecture 16: Week 9 Mar. 8 Social Influence and Persuasion
9 Mar 2018
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Document Summary
Social in uence and persuasion: when one person does something to get another person to engage in a certain behaviour. Can result in both attitude change and compliance. Communication-persuasion paradigm - 4 steps: the source. Can be based on fact or emotion - ex. Discrepant message - trying to be convincing of something not very believable. Relationship between the credibility of the source and discrepancy of message - if a message is not very believable but a credible scientist said they found ndings that unicorns exist, it"s more believable. Factors that may impact whether the target is persuaded. Ex, if you already want to believe unicorns exist and someone says it, you"re more likely to believe it. Punishment: magnitude and credibility of the threat, if it"ll actually happen. Recognition of a social system - doing what you"re told, not for reward or punishment, but because the target believes and accepts the authority of the person giving orders.
