social influence social norms. social norms – what are they? accepted and expected ways of...

Social Influence

Social Norms

Social Norms – what are they?

• Accepted and expected ways of behaving in a group

Examples of Social Norms

Social Norm

Any other examples?

• Perhaps you can think of some?

Why do we conform?

Informational Social InfluenceInformational Social Influence

• 1938 American Radio Play – War of the Worlds

• Link

• Use the Informational model to explain it.

Normative Social InfluenceNormative Social Influence

Normative Social InfluenceNormative Social Influence

• Why does a respectable teenage girl shoplift her makeup from Boots?

• Use the normative model to explain it

Compliance techniques

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

Copyright © 2002 by Allyn and Bacon

Foot-in-the-Door

FIRST STEP SECOND STEP

Low-Ball

Bait and Switch

Labeling

TACTIC

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?”

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?”

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

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

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.”

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.

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

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

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).

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

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

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).