Social Persuasion

1

• Chapter 6
• Social Persuasion

2
The Power of Persuasion

• Source factors
• Persuasion is more effective when
• The source has high credibility. Sources are
  deemed credible if they have expertise and are
  trustworthy.
• The source is likable. Likability is increased
  when the source is attractive, and/or similar to
  the receiver.

3
The Power of Persuasion

• Message factors.
• Messages are most effective when
• Two-sided arguments are used. This also increases
  credibility.
• Persuaders use emotional appeals to shift
  attitudes.
• They create positive feelings in the receiver.

4
The Power of Social Pressure

• Conformity occurs when people yield to real or
  imagined social pressure.
• Compliance occurs when people yield to social
  pressure in their public behavior, even though
  their private beliefs have not changed.

5
The whys of conformity

• Normative influence operates when people
  conform to social norms for fear of negative
  social consequences.
• Informational influence operates when people
  look to others for how to behave in ambiguous
  situations.

6
The whys of conformity

• Three motives underlie conformity
• Positive self-evaluations.
• Having good relationships with others.
• Both of the above are normative-based motives.
• Better understanding a situation to reduce
  uncertainty.
• This is an information-based motive.

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Tips for Resisting Conformity

• Pay more attention to social forces operating on
  you.
• Identify someone in the group whose views match
  yours.
• Bring along a friend with similar views if you
  know you will confront pressure.

8
Authority Pressure

• Obedience is a form of compliance that occurs
  when people follow direct commands, usually from
  someone in a position of authority.
• Stanley Milgrams classic study (1963)
  demonstrated that peoples tendency to obey is
  strong, even if they are asked to harm another
  person (see p. 171).

9
Conclusions

• Human behavior is determined more by the power of
  the situation than by the character of the
  person.
• However, authoritarian personality types are more
  likely to be obedient.
• Conformity is also more common in collectivist,
  than in individualistic, cultures.