Social Influence

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Social Influence

• Processes by which people persuade people

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Persuasion
The objective of persuasion is attitude change.
Messages
Social Influences
Cognitive, Affective, and Motivation Theories of
Persuasion
Consumer Attitudes
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Solomon Asch (1948)
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Asch line study results
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Kelmans Social Influence Processes

• Internalizationuse of others as evidence
  relevant to the problem solution
• Identificationuse of others as referents for
  communication of self
• Compliancepublic agreement to obtain
  rewards/avoid punishments

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When identification?
 
necessity
luxury
public use
private use
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Vicarious Learning
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Cialdinis 7 Principles of Social Influence

• Automaticity
• Commitment
• Reciprocity
• Scarcity
• Social Validation
• Liking
• Authority

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Automaticity
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Commitment and Consistency
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Reciprocity
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Scarcity
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Social Validation
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Liking
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Authority
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Opinion Leadership

• Have you seen____?
• No, have you? How was it?
• Awesome, you gotta go.
• OL the act of one person influencing the
  opinions of another
• Are there opinion leaders? Is OL a personality
  trait?

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OL
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OL
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OL

• Marketing Strategies

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Diffusion of Innovations

• Product Life Cycle
• Product Characteristics

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Diffusion of Innovations