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Lecture 10

Lecture 10 Lecture 10 notes

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University of Waterloo
Richard Ennis

Lecture 10 Social InfluencePsychologySocial psychology is the psychology of everyday lifeWhere sociology studies groups psychology studies individualsSocial psychology is a blend of the two focusing on the individual but on the social impact the person relative to other peopleSocial psychology contains the misc of psychologyThere is no coherent theme As a discipline it is fracturedSocial InfluenceThe 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 influenceWhen we explore interactions between people social psychologists look at the behavioural and cognitive componentsPersuasion interacting with another person and persuading their behaviouroie advertisingConformity the interaction is with a group of people rather than just one other person it is a group phenomenonA person will conform to the norms of the groupoie peer pressure etcCompliance a variation on conformity one on one process rather than a groupOne person gets the other to do what they want them to doIt is more face to face than conformityObedience a variation of conformity but the person influencing has powerThey can force you to comply with what they wantPersuasionie the beer brewery exampleUltimate goal is to change your behaviour to ensure that you will buy this beer rather than another typeoCentral routeseemingly obvious about what you are going to doGoing after belief setsattitudesProvide arguments that will make you amend your schemas in relation to beer in order to make Warrior Beer your beer of choiceNeed to distinguish from the othersThe same concept of advertising as shown in comparison commercials Tide vs competition CLR vs competition etc Use of positive advertisement for your product and negative advertisement for the competitionThis makes the brand seem more appealingCan be a very good route to persuasion with only one big obstacle People have to thinkMore often than not we dont want to think when faced with persuasive eventsIf we are interested then we are more likely to pay attentionoPeripheral route not a front door techniqueThis approach comes after our emotions rather than our thoughts Pavlovian conditioningAdvertisements can be shown very often in the initial stages of the campaign saturation and then less often because the viewers will be conditioned after the first stageEmotions can be elicited through many ways
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