February 12, 2013 – PSYCH2310 - LECTURE
Persuasion Principles of Social Influence (From Chapter 7)
Method of Investigation
- controlled experiment
o advantage: provides context for addressing whether or not an effect is
real and which theoretical account explains it.
o Disadvantage: eliminate other sources of influence
- Participant observation
o Researcher becomes an observer and participant of the situation and
learn the dynamic of the setting
Six Principles of Social Influence
- Robert Cialdini found that the key to successful influence is what we do
before attempting to influence
- Deliver entire skit of why product is good and the advantages all in one
breath without a natural pause, no one can interrupt – our members of
society have no other choice but to listen.
-  reciprocation
o we don’t know a culture or society around the world who does not
follow the reciprocation rule
o if I invite you to my birthday, I expect you to invite me to yours.
o If I give you a favour, I expect you to return that favour at some point.
o Those who do not reciprocate, we call them users or moochers. We
don’t like to me surrounded by people who take but do not return. It
applies to every culture and to every behaviour.
o If I disclose to you, I expect you to disclose to me. If someone is
aggressive, aggression is returned. If I am kind to you, kindness is
expected in return.
o Complying with a request of someone who has previous provided a
o When you love someone and they do not love you back, that is the
worst kind of human interaction and worst feeling you could get.
o Study by Berry and Kanouse
Physicians to complete a long survey
On cover page, we say if you complete, we will pay you $20
Other half of participants, cheque was already attached to the
question but please fill out the survey.
People who received cheque along with questionnaire – a lot
more likely to fill out survey and send back then the
participants who did not receive a cheque right off the bat.
Example: the ones Mom gets in the mail from Easter Seals – the
mail labels. Maybe not the first time you use it, maybe not the
second, but a percentage of people will end up helping the
organization. February 12, 2013 – PSYCH2310 - LECTURE
THESE ARE EFFECTIVE METHODS!
It’s called door-in the face technique (or reciprocal concessions
Reciprocation creates responsibility and obligation
Example: boys family gets card from Santa Barbara,
family doesn’t know anyone there – first yea ignored it,
second year and so on sent a holiday card back – wen
boy goes to university, they called the Jones’ in Santa
Barbara to host their son when he goes to university.
o (1) Are you willing to chaperon juvenile
delinquency to the zoo for one day?
Majority said no
17% said yes
(1) Are you willing to give 3 hours of your time
every week for two years to juvenile delinquent?
(2) Are you willing to chaperon juvenile
delinquent to the zoo for one day?
- 50% said no
50% said yes
-  social validation
- complying with a request if it is consistent with what similar others are
thinking or doing
- based on Social Comparison Theory (Festinger)