Lecture notes - Social Influence
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College 4 (2 video’s)
Commitment and consistency
Question
Self-persuasion
Cognitive dissonance
Theory of self-concept maintenance
Negative update?
Attention to moral standards
If you set a person in front of the mirror they get more focused on their own personal norms
Self awareness
If you can buy a stolen bike from someone in Groningen you probably would take a crappy student bike, but if the person wants to give you a beautiful mom-bike with 2 kids seats you are getting suspicious and won’t take it.
Justification: an experiment
Self-perception theory
Advantages Self-perception
Experiment
Initiation ceremonies
Effort: perception of other
Cognitive dissonance or self-perception?
Consistency highly valued
Commitment
Experiment
Signing petition
People want to be in line with their attitude and their behaviors.
Experiment: active VS passive commitments
Our self-image is more in line with the things that we do, than the things that we don’t (I am a student, I work here… NOT: I am not a scholar, I don’t own a bike..)
We need more reasons for an action: sign for being a donor, why do I want to be a doner?
Public VS private commitments
Field experiment
Practice
True Love Waits. Safe yourself for after the marriage. This is done publicly (not in your room) at the age of 12/14. The ring is a beautiful reminder of the commitment; and everybody sees the ring so everyone knows you have made the commitment. You get reminded often.
Hypocrisy reduction
Written commitment
Door-to-door sales companies
Commitment is more effective if
Foot-in-the-door-technique
Why is this effective?
Self generated persuasion
Labeling technique (self fulfilling prophecy)
Low-ball technique
Lecture 1 (5 video’s) Kees Keizer
What are heuristics?
We have a trigger and then a whole sequent that is taking place to get you to make your discission or behavior. They are highly efficient. Can help us because we have limited cognition. We have limited energy and time to deliberate every choose we have to make. Also they are mostly correct, they give us the right answer. Sometimes it leads to unwanted behavior.
Interesting heuristic:
How raising the price can actually increase sales
When you see two products you probably assume that the one with the highest price is better. We often use price as a heuristic to determine the quality of a product. It will also influence your taste. Image a gathering with friends and you buy an 11eu bottle of wine. You really can taste that it tastes nice. Experiment with beer: people drank the same beer, only the price was different. People tend to think the more expensive beer was tastier. When a product is free, people will rate it as less valuable. Complimentary goods (free bracelet when having subscription journal).
‘How much are you willing to pay for this bracelet?‘ People that have the information that the bracelet is a complimentary good are willing to pay 35% less.
Discounts are effective. People will still rate the product as highly valuable. Even when there are no real savings, makes that people are more willing to buy that specific product.
Why and how to ‘play hard to get’
Money that come easily is different spent than money you worked hard for. If it is hard labored you spent it on rational things
.....read moreLecture 2 (4 video’s)
Coffee with cows
Your inner cow --> social proof / social norms. Powerful.
An introduction to social proof
All about being packed of other people to your behaviour/beliefs. It is so powerful that we wear ugly shoes (UGGS), because everybody is wearing them.
Conformity, experiment of Shirive and Ash. Other links will show this.
We even are influenced by people, when it goes clearly against our own judgement (not only when we have no clue, so we follow the rest).
Two processes of conformity
Social norms
Based on conformity. Social norms are what kind of behavior in society/setting is accepted and what is not.
Different social norms
They can be both present in a given situation, but are in conflict. So.. What influence your acting in a situation? It is all up to salience. The extent to what type of social norm is most important.
Using social norms
Hotel has experiment where they manipulate the doorhanger that says to reuse your towel.
Hotel towel reuse (N= 260 rooms)
“Help the hotel save energy," focusing on the benefit to the hotel. (20%)
"Help save the environment," emphasizing environmental protection. (31%)
"Help save resources for future generations," highlighting the benefit to future generations. (31%)
"Join your fellow citizens in helping to save the environment," focusing on the descriptive norm (41%)
Curbside recycling
Field experiment with 600 households for 8 weeks
3 groups:
1. Information only
2. No treatment control,
3. Descriptive normative feedback (inform what neighbors are doing)
Baseline (4 weeks), intervention (4 weeks), follow-up (4 weeks)
Trying to reduce air-conditioning in California
[note: deze afbeelding uit het college is door de WorldSupporter redactie verwijderd wegens vermoedelijke inbreuk op het auteursrecht]
It helps the most when you see your neighbor has a lower energy rate than you. Social prove is very influential in itself, the beauty is that we don’t acknowledge it. We are not accepting it.
Combined control is not doing anything at all.
[note: deze afbeelding uit het college is door de
.....read moreCollege 4 (2 video’s)
Commitment and consistency
Question
Self-persuasion
Cognitive dissonance
Theory of self-concept maintenance
Negative update?
Attention to moral standards
If you set a person in front of the mirror they get more focused on their own personal norms
Self awareness
If you can buy a stolen bike from someone in Groningen you probably would take a crappy student bike, but if
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