Lecture 10 Lecture 10 notes
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Lecture 10: Social Influence/Psychology
Social psychology is the psychology of “everyday life”. Where sociology studies groups,
psychology studies individuals. Social psychology is a blend of the two; focusing on the
individual, but on the “social” impact (the person relative to other people).
•Social psychology contains the “misc.” of psychology. There is no coherent theme.
As a discipline, it is fractured.
The 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 influence.
When we explore interactions between people, social psychologists look at the
behavioural and cognitive components.
•Persuasion: interacting with another person and persuading their behaviour.
•Conformity: the interaction is with a group of people, rather than just one other
person; it is a group phenomenon. A person will conform to the norms of the group.
oi.e.: peer pressure, etc.
•Compliance: a variation on conformity; one on one process rather than a group. One
person gets the other to do what they want them to do. It is more face to face than
•Obedience: a variation of conformity, but the person influencing has power. They
can force you to comply with what they want.
i.e.: the beer brewery example.
Ultimate goal is to change your behaviour to ensure that you will buy this beer
rather than another type.
oCentral route: seemingly obvious about what you are going to do. (Going
after belief sets/attitudes). Provide arguments that will make you amend
your schemas in relation to beer in order to make Warrior Beer your beer of
choice. Need to distinguish from the others.
The 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 competition. This makes the brand seem more
Can be a very good route to persuasion, with only one big obstacle.
People have to think.
•More often than not, we don’t want to think when faced with
persuasive events. If we are interested, then we are more
likely to pay attention.
oPeripheral route: not a “front door” technique. This approach comes after
our emotions, rather than our thoughts (Pavlovian conditioning).
Advertisements 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 stage.
Emotions can be elicited through many ways.
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