PSYC*3170 Lecture Notes - Lecture 2: Gamification, Scalability
Document Summary
People can be stubborn and unpredictable; even well-designed persuasive campaigns may fail. Can be obvious and not so obvious (word of mouth, social media tracking) Tipping point: the threshold/critical point at which an idea, product or message takes off. Law of the few: large numbers are not required for trends. Select few have disproportionate amount of influence. Mavens: have info and want to share it. Power of contact: message at the right place and right time. Scalability: from very small to large without gearing up. Effortless transfer: easy to disseminate (free press) Gamification: applies elements of games to promote a product (free promotion) ex. In science: over theories, research findings, grants/fundings. In art: shaping public opinion through work (ex. Persuasion is a form of communication competence; requires effectiveness and appropriateness (can be improved) Defensive function: becoming a more discerning consumer. Third person effect: people underestimate effects of ads on themselves; overestimate for others.
