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Social Influence and Public Communication (HC5: Entertainment-education…

- - - - influence of social environments
      - context: time of day, time limits, peer pressure, emotions
  - - - more choices we can deal with
      - more choices we want to deal with
  - - - saves energy and on average this is adaptive
      - but sometimes leads to mindless compliance
  - - - ppl try to repay, in kind, what another person has provided for them (I am obliged to treat you as you have treated me
      - apply:
        
        build up credit
        
        be the first (personal, unexpected, meaningful)
        
        don't brush things aside (you would have done the same for me)
    - - once we have made a decision or have taken a stand, we are faced with personal and interpersonal pressures to behave accordingly
      - applying this: make a small request first, and then your real request
    - - we see behavior as 'right' depending on the extent to which others exhibit that behavior (descriptive norm)
      - strongest in 2 situations:
        
        uncertainty
        
        similarity
      - apply:
        
        if you wamt to convince ppl. tell them who has already agreed
        
        ask most difficult person at last
    - - a person is more likely to say yes to a request made by someone who is an expert in that field
      - apply:
        
        why is the knowledge you have correct?
        
        tell someone about your background and expertise before making a request
        
        requires credibility
        
        if ppl dont know your, important to demonstrate this. (example: small drawback)
        
        important: when you show knowledge, important that you DON'T leave out how you acquired that knowledge
    - - thing seem more valuable if they are harder to obtain
      - scarcity of information, limited numbers, emphasize loss
      - emphasizing loss:
        
        if u make a request > dont present the advantages of your request but rather the loss of the benefits
        
        ppl are motivated by what they might lose. Often more by what they might receive
    - - influence via group ID by creating a common in-group
      - by saying we or family language
      - or by distancing from the common out-group
- - - - sincere, trustworthy, moral, understanding, honest, tolerant
    - - strong, successful, creative, clever, efficient
  - - - organization type: for-profit vs non-profit
      - endorsement credibility: high (Wallstreetjournal) vs Low (detroit free press)
  - - - yes: we have made mistakes, we fully responsible
      - NO: am sorry that your group experiences such hardships
  - - - inconsistency with actions (manager gets promotion)
      - misfit with product (banks make functional products, emotions work better for product that make you feel something
  - - - reaction against the influence (prefer make up my own mind)
        
        'im not going to let myself be influenced by you' - based on need for autonomy
        
        moderators: bluntness vs subtlety of influence & importance of the freedom that is at stake
    - - doubts about content (not sure)
      - difficult to tackle because resistance is not targeted toward products, offers or influencers
    - - against change (not doing it)
  - - - emphasise that the risk is low of freedom uptake
      - even a penny will help (foot-in-the-door)
    - - sometimes caused by IP tension: feel emberassed that they are processeced by you
    - - if someone does opposite what you ask, ask opposite of what you want
  - - - what is problem? make sure it no longer is a problem
    - - way it is proposed determines how it is processed further
      - disadvantages area > promising area
      - prochoice vs prolife
  - - - two-stage rocket: something remarkable/confusing catches the attention and makes people receptive to the message
        
        company outing vb
        
        disrupt-then-reframe technique
    - - sometimes lies fear of the unknown under inertia
  - - - w & c
      - say sorry only when u take full responsibility
      - w and c have to fit the product
    - - understand the problem
        
        is there even any resistance?
        
        what type?
        
        what is the appropriate strategy, how apply this effectively in situation
- - - - implicit: socialization processes, repeated connections, slow learning
        
        Implicit attitudes primarily influence relatively spontaneous behaviour or behaviour that people have little control over
      - explicit: upbringing, rules, fast learning
        
        Explicit attitudes have greater influence on
        deliberate and controlled behaviour
  - - - persuasion: peripheral or central
      - mere exposure
      - evaluative conditioning
  - - - mere exposure (repeated exposure leads to more liking, familiairity breeds liking)
      - evaluative conditioning = evaluation of a neutral object changes as a result of linking it with posi/nega stimulus
    - - implicit memory and preference: half with distraction half with no distraction, a recognition task and after this asking brand prefence
      - conclusion
        
        evidence of mere exposure effect with low levels of attention
        
        recognition leads to appreciation
        
        brands that you have seen before are more highly valued
        
        even if you recognise them unconsciously
    - - humor caused lower brand recognition
      - but at same time positive attitude to the brand
        
        and brand choice!
      - conclusion Strick:
        
        evidence of evaluative conditioning with low levels of attention
        
        repeatedly linking a brand to humor ensures a positive implicit attitude (even when they not consciously recognize a product)
        
        positive implicit attitude also influenced behavior (test subjects chose the humor brand more often than the control brand)
        
        so yes: advertising can change our attitudes with low levels of attention
    - - peanutbutter: only of influence when decision was made under time pressure (so yes)
  - - - little motivation
      - few oppurtunities to regulate (uncontrollable behavior, time pressure, cogn load, alcohol)
      - low availibility of self-regulatory sources (tired, exhausted)
  - - - also positively affect the impl. behavior
      - affect the degree of elaboration at the time of behavior
- - - - convergent attention
      - emotional involvement
      - away from the here and now
  - - - transportation amount
      - beliefs and attitudes toward psychopaths
      - liking of protagonists
  - - - with moving music more transported
      - recalling names: better when not music is not moving
      - willingness to donate: more willing when moving music
    - - manipulative intention higher when not moving music
      - behavioral intention higher when moving music
    - - pulls viewer deeper into the story
      - posi influences on atttudes, intentions and behaviors
      - but recall was worse
      - decreases perceived manipulative intention
  - - - can produce results that are good for both sides
      - can be used for prosocial purposes
      - persuasion always here, so better to understand how it works
    - - cant judge without knowing why someone is trying to inlfuence behavior/choices
  - - - not recognised as influencing attempt (no reactance)
      - transportation
      - identification
      - hope and self efficacy
      - promising way to reach difficult groups
    - - ethical objections