JOURN 201 Chapter Notes - Chapter 12: Normative Social Influence
4 Apr 2018
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Six human tendencies in generating a positive response: reciprocation, consistency, social validation, liking, authority and scarcity. Public commitments direct future action, also makes people more likely to donate. If more individuals have decided in favor of a particular idea, we are more likely to follow because we perceive the idea to be more correct and valid. Campaigns are more effective when they honestly depict a negative activity as damaging even though few people engage in it. A great deal of evidence shows that items and opportunities become more desirable to us as they become less available.
