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Social Influence & Attitude Change (Social Mimicry as (more) direct…
Social Influence & Attitude Change
Social influence aimed at changing
beliefs & attitudes
Behavior
Everyday Manipulation
ice-bucket challenge
explicit persuasion attempts in elections (Trump vs. Clinton)
implicit influence through "eyes watching for thieves" or "flues/goals in the urinal
Social influence as
continuum
completely aware =
explicit
completely unaware/suble =
implicit
why we're unaware
95% of behavior is automatic
unconscious
no attention
non-intentional
non-controllable
automaticity saves cogntive resources, which can be then devoted to other things
Awareness of causes & effects
unaware
of cause
unaware
of
effect
subliminal priming, (nudging)
aware
of
effect
X
aware
of
cause
aware
of effect
argumentation, (motivational interviewing)
unaware
of
effect
kneejerk techniqes, supraliminal priming, (Motivational Interviewing)
Social Mimicry
as (more)
direct
social influence
mimic behavior, gestures, words & facial expressions
creates
social bonding & good will
by activating empathy-related brain areas
bidirectional
influence
mimicking somebody
being mimicked
can reduce
prejudice
Inzlicht et al. had white participants mimic the movements of a black person and found that implicit and explicit prejudice were reduces as a consequence
influences
consumer behavior
2 bowls of different
crackers;
participants wachted video of confederate only eating from one bowl
Results
= participants imitated confederate by eating from that bowl; and ended up liking those crackers the most
sport drinking taste test & interview
interviewer imitated participants (or not);
Results
= imitated participants ended up liking the sport drink more than non-imitated participants; especially when they knew interviewer was highly involved with product (e.g. marketeer)
Mimicry of
disliked persons
first liking then mimicking, or other way around?
overcoming this effect by implementation intentions
participants were asked to mimic an unlikeable individual: a domineering, self-serving fellow student
disliked person was
not liked more
after being mimicked in goal formation & control conditions!
BUT;
II to be non-prejudiced ensured that mimicking increased attraction even for an unlikable person
Subliminal advertising
(Vicary - movie theater)
Goal Relevance
- Karremans
2 manipulations; THIRST (yes/no), SUBLIMINAL BRAND Prime (lipton/ npiecic tol)
measures: choice of drink (lipton, vs. bubbly water) & intention to drink Lipton ice tea
Results
primed AND thirsty = 85% chose lipton; not primed NOR thirsty = 50% for lipton
it only works under some conditions!
Stimulus signals/ Cues
cues elicit behaviors
= aware of cause, unaware of effect
find the right "spot" for compliance
work best during
mindlessness
light is on, but nobody is home ->
Copy machine studies
a)
no excuse
b)
pseudo reason
c)
valid reason
; small vs. large request
small request
= compliance equal in pseudo & valid reason,
large request
= compliance biggest with valid reason
Mindless cue reaction
request functions as cue for compliance
;
because
works as peripheral cue to action
only when the request is "
abnormal
", e.g. a
large amount
in this case,
people stop and tink about content of request
Cialdini = people like to have reasons for what they do
More
automatic social influence
prompts, nudging
prompts
= behavioral prescriptions without arguments; emphasize salience of existing beliefs,
e.g. signs on stairs in UNS40
footpath
= "don't walk on grass" much more succesful than providing legit explanations (damage to grass, no time saved)
heuristics
rules of thumb =
mental shortcuts
"people in white coats are experts" - "experts can be trusted"
celebrity / doctor prime
; participants were faster to associate behaviors typical for doctors, when they had been primed with the word doctor before in a lexical decision task
availability heuristic; simulation heuristic, affect heuristics
= influence behavior
affect heuristic
=
odor
as social influence
participants in s
melly room indicated higher intention to buy & use condoms
= but nobody in their right mind would spray fart spray in , participants were mostly female. dark rooms are smelly, but still nobody uses condoms there..
"bakery smell" in supermarkets,
citrus scent indicates cleaning
not just faster recognition of related words, also stronger behavioral intention
"just imagine" - scenarios
= when a hypothetical outcome is imagined and/or explained, it becomes more likely to occur
pay tv
- imagination vs. read about its advantages = 47% vs. 19% subscription
priming & conditioning
Evaluative Conditioning
over time, stimuli that often coincide with desirable objects are perceived more favorably, whereas stimuli that often coincide with undesirable objects are perceived less favorably
coca-cola & christmas
Scaring into Compliance
results in
cognitive dissonance
when people do
something that threatens their image of themselves
as kind & honest; when people
perform a behavior that is in contrast with their attitudes or beliefs
= they
engage in internal justiciation, e.g. denial or reactance
Self-affirmation Theory
= need to preserve self-integrity ("this information is not important for me" as reaction to threatening input "e.g. rauchen ist tödlich")
as self is made up of different components, it might be beneficial to
affirm a different aspect of the self prior to the threat to prevent denial