social influence social norms. social norms – what are they? accepted and expected ways of...
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Social Influence
Social Norms
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Social Norms – what are they?
• Accepted and expected ways of behaving in a group
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Examples of Social Norms
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Social Norm
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Any other examples?
• Perhaps you can think of some?
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Why do we conform?
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Informational Social InfluenceInformational Social Influence
• 1938 American Radio Play – War of the Worlds
• Link
• Use the Informational model to explain it.
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Normative Social InfluenceNormative Social Influence
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Normative Social InfluenceNormative Social Influence
• Why does a respectable teenage girl shoplift her makeup from Boots?
• Use the normative model to explain it
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Compliance techniques
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Copyright © 2002 by Allyn and Bacon
4 Commitment-Based Tactics
• Foot-in-the-Door Technique
• Low-Ball Technique
• Bait and Switch Technique
• Labeling Technique
Managing Self-Image
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Copyright © 2002 by Allyn and Bacon
Foot-in-the-Door
FIRST STEP SECOND STEP
Low-Ball
Bait and Switch
Labeling
TACTIC
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Copyright © 2002 by Allyn and Bacon
Gain Target’s Compliance With a Small
Request
Foot-in-the-Door
FIRST STEP SECOND STEP
Low-Ball
Bait and Switch
Labeling
TACTIC
Example: “Would you
sign a petition to help feed
starving children?”
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Copyright © 2002 by Allyn and Bacon
Gain Target’s Compliance With a Small
Request
Foot-in-the-Door
FIRST STEP SECOND STEP
Low-Ball
Bait and Switch
Labeling
TACTIC
Would you sign a petition to
help feed starving
children?
Make a Related, Larger Request
“Would you work for 2
weeks in the local soup kitchen?”
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Copyright © 2002 by Allyn and Bacon
Foot-in-the-Door Technique
Agreeing to the first small request focuses one’s self-image on being consistent on that topic/issue.
It would be inconsistent to refuse a second larger request involving the same topic/issue.
Managing Self-Image
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Copyright © 2002 by Allyn and Bacon
Get an Agreement to a
Specific Arrangement
Foot-in-the-Door
FIRST STEP SECOND STEP
Low-Ball
Bait and Switch
Labeling
TACTIC
Get the Customer to
Agree to Buy a New Car for
$15,000
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Copyright © 2002 by Allyn and Bacon
Get an Agreement to a
Specific Arrangement
Foot-in-the-Door
FIRST STEP SECOND STEP
Low-Ball
Bait and Switch
Labeling
TACTIC
Get Customer to Agree to Buy a New Car for
$15,000
SECOND STEP
Change The Terms of The Arrangement
“Oh, you wanted tires and seats?
Then that’ll be $15,999.”
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Copyright © 2002 by Allyn and Bacon
Low-Ball Technique
After actively choosing an object/item, people take “mental possession” of it, and it becomes part of their self-concept or self-image.
Managing Self-Image
It often is easier to continue with the commitment than to change one’s self-concept or new self-image.
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Copyright © 2002 by Allyn and Bacon
Advertise a Low Price on an
Item
Foot-in-the-Door
FIRST STEP SECOND STEP
Low-Ball
Bait and Switch
Labeling
TACTIC
Spur the Target to Take
a Course of Action
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Copyright © 2002 by Allyn and Bacon
Advertise a Low Price on a New
Stereo
Foot-in-the-Door
FIRST STEP SECOND STEP
Low-Ball
Bait and Switch
Labeling
TACTIC
Spur The Target to Take
a Course of Action
SECOND STEP
“That stereo is junk, but just $299
more buys this beauty!”
Describe the Course as Unwise,
Suggest an Alternative
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Copyright © 2002 by Allyn and Bacon
Bait and Switch Technique
This technique gets people to accept a deal they would have rejected if it had been offered first.
Managing Self-Image
It works by getting people to commit to a general course of action (e.g., the need to have a new stereo).
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Copyright © 2002 by Allyn and Bacon
“You Are A Very Generous
Person!”
Foot-in-the-Door
FIRST STEP SECOND STEP
Low-Ball
Bait and Switch
Labeling
TACTIC
Assign The Target a Trait
Label
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Copyright © 2002 by Allyn and Bacon
“You Are A Very Generous
Person!”
Foot-in-the-Door
FIRST STEP SECOND STEP
Low-Ball
Bait and Switch
Labeling
TACTIC
Assign The Target a Trait
Label
SECOND STEP
“Say, Can You
Contribute to the ex-CEO
fund?”
Then Seek Compliance
With a Label- Consistent
Request
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Copyright © 2002 by Allyn and Bacon
Labeling Technique
The label (e.g., “you’re very generous”) activates a favorable self-image.
Managing Self-Image
This motivates the person to behave consistently with the activated self-image (e.g., by being generous).