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Social Influence.docx

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Richard Ennis

20 November 2012 Social Influence – Social Psychology Persuasion: Getting inside somebody’s head and changing their beliefs- focusing solely on the cognition  Most obvious form of persuasion in advertising, convincing us that a certain product or service is what we need (Not that brand, but this brand)  When we try to persuade as individuals, what we do is try to make arguments, opening up a person’s beliefs about something o Ex. University of Waterloo is better than University of Toronto. We develop a set of beliefs, developing a schema about certain things. Elevate UW & push down UofT – make UW look better  Central Root to persuasion – coming in and making you think about the product or service; affecting the cognition. Provide arguments and positives- making something negative. In advertising, it’s a problem. It requires thinking, energy, and effort on our part. Sometimes it’ll fall on deaf ears- only good for those who are already interested in the product or service  Peripheral Route to persuasion – Coming in the back door, and instead of attack your beliefs, we’re going after your emotions, taking advantage of Classical Conditioning. Take a product and associate it with a type of emotion (Car + Hot Model + Sunny Beach + Emotionally positive music = Positive Emotion, aka. You buy the car). Made to make you not think. Indirect influence is that these means will eventually lead to behavioural change. Next time you see product – you want it o Most successful ad – Joe Canadian; People were switching beer brands very quickly because it emphasized patriotism. Conformity: Influence on someone’s behaviour as a result of being in the presence of other people; a more collective influence. We change our behaviour, to be in accordance with perceived norms, provided by other people. How we act in a library, and how we would act in a bar. It is the standard to what is appropriate and what is not. Ex. Face the back of the elevator, than facing the elevator door in the elevator  1937 – Sueri: We conform in order to be right. A good reliable source of information is to see what everybody else is doing- better solution, rather than winging it. In the face of ambiguity, a phenomenon called the ‘auto- kinetic’ affect, first discovered by astronomers; Eye-stigmas – an illusion. Consensus developed when people are grouped together put in a situation that calls for different opinions: eventually they converge, based on a consensus for the right answer. o This is called informational conformity o Public & Private  1951 – Solomon Asch: Agreed with Suerif, but was not the entire reason for conformity. We conform in order to be right. People will go along with the crowd, even if what they are doing is not right. Designed a study with no ambiguity – people will make line judgements. Group may say one thing, and you may say another, but it can be psychologically hurtful, so you conform and agree with the group o This is called normative conformity. o Public  Unanimity – One person can break the majority by going against the grain Compliance: Process that focuses on behaviour in which I try to get you to behave in a way I want you to behave. Percept
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