Persuation Atit Change

8/3/2019 Persuation Atit Change

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Social Psychology:

(At least) Attitude

Change/Persuasion &Group Behavior

CSCW

January 28, 2004


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Teams

Su, Rob, Mary, Yvonne: Blackboard

Prasant, Jing, Sirong: CommunityZero

Guarav, Chetan, Chris

Will, Angie, Arul, Jason


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Whats the difference between

Attitude Change and Persuasion?

?


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Persuasion

Reciprocity

Commitment & Consistency

Social Proof Liking

Authority

Scarcity


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Reciprocity

Door-in-the-face Technique

Ask people for a big concession; They say no; Ask themfor a smaller concession; They are more likely to sayyes.

Ex:Chaperoning problem adolescents on a two-hour tripto the zoo vs. First asking them to work as volunteers inthe Country Juvenile Detention Center, 2 hours/week for2 years. 17% vs. 50% agreed to chaperon. (Cialdini)

The reciprocity in this is.. Asker must be viewed as reasonable, same person forboth requests, happen quickly.


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Consistency

Foot-in-the-door Technique

Initial small request followed by a bigger request.

Large, obtrusive sign in front yard saying Drive

Carefully vs. first sign petition in favor of safedriving, then a different person two weeks laterasked about sign (17% vs. 50%).

The consistency in this is


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Social Proof

Other People Do It.

Kitty Genovese: no one else helping her.

(Bandura) Show nursery aged children who are

very afraid of dogs another child playing withdogs happily for 20 minutes/day. After 4 days,67% willing to climb into a playpen with a dogand remain their while every else left the room.

Works if video of child playing with dog. Works better if video of different children playing

with dogs.


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Liking

Physical attractiveness Similarity Compliments

Familiarity: mere exposure Cooperation: Jigsaw Method (Aronson) Eagles vs. Rattlers (Sherif)

Rivalry: Separating boys into two cabins; Giving the groups

different name Shared Goal: pulling truck out of the mud.

Conditioning and Association (weathermen, badweather)


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Authority

Obedience: A major concern of social psychology(influenced by WWII).

Milgram Obedience Experiment

Stanford Prison Experiment

A little known fact: Had screened out all people with strong pacifistor strong pro-war opinions (e.g. dissenters).

Connotation, not content (Britney Spears for Pepsi;thats funny, it used to be Micheal Jackson)

Titles (Psychologist)

Clothes


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Scarcity

My landlady: I want to sell right away.

Final price.


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Group Behaviors

Non-social groups

Social groups Behavior: Anonymity

Decisions: Type of task

Conformity Group think

Group polarization

Process loss

Leaders What makes a leader?

Fiedlers contingency theory of leadership


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What is a group?

Nonsocial groups

Mere Presence (social facilitation vs. social loafing)

Evaluation, arousal, task complexity

Presence of

others

Indiv. effort can be

evaluated.

Indiv. effort can notBe evaluated.

arousal

relaxation

Enhanced

Simple tasks

Enhanced

Complex tasks

Impaired

Simple tasks

Impaired

Complex tasks

SOCIAL FACILITATION

SOCIAL LOAFING


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Social Groups: Conformity

Solomon Asch

8 people in each group---7 confederates

Judgments about line lengths, e.g.

1.

2.

3.

Which line is the same length as the

following?


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Conformity

All confederates instructed to make the samewrong choices on certain trials.

Errors of majority ranged between 1/2 and 1

.

68% of critical subjects reported the objectively

correct answer.

32% conformed to the majority.

Extreme individual differences Majority of three enough to produce influence.

One partner reduces effect to 10% yielding.


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Anonymity

Anonymity is associated with asocial

behavior.

Deindividuation

Ku Klux Klan

Destroying cars (Zimbardo)


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Decisions

Are groups better or worse than

individuals at making decisions?


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Decisi o

n

s :Typ

eo

fTa

sk


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Decisi on

s:T

yp

eofT a

sk


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Process Loss

= any aspect of group interaction thatinhibits good problem solving

Can occur because:

The most competent member of the grouphas low status and is not taken seriously.

Most competent member might haveconcerns about evaluation by others

Communication problems in group.

Answer not simple or clear cut.


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Sha

red

Vs.U

nsh a

red

Info

rm

ation

85% Prefer

Candidate

24% Prefer

Candidate

Why?: Because

people only talkabout the

SHARED

INFORMATION.


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Conformity

Group Think (Janis, 1982, 1972)

Bay-of-Pigs (Kennedy administration)

= a kind of thinking in which maintaining

group cohesiveness and solidarity is moreimportant than considering the facts

realistically.

C h i


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G

roupTh

ink

:Ant e

cede

nts,

Sympto

m

s&Co

nseque

nc

es

Cohesive

Isolated fm. other

opinion

Directive leader

High stress

Poor decisionmaking process

Illusion of

invulnerability

Belief in moral

correctness

Outgroup viewed in

simplistic ways

Self-censorship

Direct pressure on

dissenters.

Illusion of unanimity

Mindguards

Incomplete survey of

alternatives

Failure to examine risks

Poor Information search

Failure to developcontin enc lans


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Conformity:Group Polarization

Choice Dilemmas Questionnaire

A low-ranked participant in a national

chess tournament, playing an early match

against a highly favored opponent, has the

choice of attempting or not trying a

deceptive but risky maneuver that might

lead to quick victory if it is successful oralmost certain defeat if it fails.


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Choice dilemmas questionnaire

Please indicate the lowest probability of successthat you would accept before recommending thatthe chess player play the risky move:

__ 1 chance of success in 10 __ 3 chances of success in 10

__ 5 chances of success in 10



__ I would not recommend the alternative nomatter how high its likelihood of success.


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Group Polarization

Roger, a young married man with with two

children, has a secure but low-paying job

and no savings. Someone gives him a tip

about a company stock that will triple invalue if the firms new product is

successful, but will plummet if the new

product fails. Should Roger sell his lifeinsurance policy and invest in the

company?


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Group Polarization

Please indicate the lowest probability of success thatyou would accept before recommending that Rogersell his life insurance policy and invest in thecompany:

__ 1 chance of success in 10 __ 3 chances of success in 10



__ 9 chances of success in 10 __ I would not recommend the alternative no matterhow high its likelihood of success.


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Group Polarization

The tendency for groups to makedecisions that are more extreme than theinitial inclinations of its members.

Risky Shift is a term for when they takegreater risks.

Culture-value theory: Americans (forexample) value risk more than (forexample) people in Uganda and Liberia.

Another kind of conformity in groups.


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Leaders

What makes a leader?


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Leaders

By studying leaders:

Intelligence, morality, motivation, family size,

height, personality traits

Fiedlers contingency theory of


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Fiedler s contingency theory of

leadership


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Leadership & Stress

Persuation Atit Change

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