PSY 306 Lecture Notes - Lecture 11: Product Placement, Social Influence, Social Proof
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10 Aug 2019
School
Department
Course
Professor
Class 10: Social Influence: Persuasion, Conformity, Compliance & Obedience
Persuasion
● Persuasion: the process by which outside forces influence attitude
change
○ Think of this as the situational component of attitude
change
Source
● The source of the information strongly influences how persuaded
we are by the information
○ Authority
● Normal decay: a persuasive message loses its impact over time,
Attitudes return to base line
○ Sleeper effect: a persuasive message that was originally
discounted because of a low-credibility source becomes
more persuasive with time as source is forgotten
● Attractiveness: attractive people are more likely to listened to
○ Close to self: we are more likely to listen to people who are
similar to us and we identify with
Message
● Discrepancy
● Strength of argument
● Repetition (mere exposure)
● “Peripheral” or irrelevant cues:
○ Providing a “reason” that’s not an actual reason
○ Number of arguments
○ Positive affect
Situation
● Forewarning enables resistance so they must be sneaky such as
product placement where items are in tv shows