Contents
Week 1.........................................................................................................................................................2
Video: introduction...................................................................................................................................2
Fluency and social influence.....................................................................................................................3
Video: What are heuristics? And the power of ‘because’.........................................................................4
Video: How raising the price can actually increase sales..........................................................................5
Video: Why and how to play hard to get..................................................................................................5
Video: Simulation, recognition and similarity as weapons of influence....................................................6
Video: heuristics, the starting point to influence and persuade people...................................................7
Chapter 1..................................................................................................................................................8
Chapter 7..................................................................................................................................................8
Article: social influence an overview – social influence: compliance and conformity..............................9
Week 2 (chapter 4 included)......................................................................................................................12
Video: social proof introduction.............................................................................................................12
Video: social norms (article Goldstein and Mortensen included)...........................................................12
Video: using social norms.......................................................................................................................14
Video: Asch and Sherif............................................................................................................................15
Video: smoke room................................................................................................................................16
Video: social proof and eye witness testimonies....................................................................................16
Week 3.......................................................................................................................................................17
Video: increasing the impact of social norms.........................................................................................17
Video 2: social proof spreading effects...................................................................................................18
Unethical behavior – article....................................................................................................................19
Week 4.......................................................................................................................................................22
Chapter 3................................................................................................................................................22
Video 1 – commitment and consistency intro........................................................................................22
Video 2 – commitment and consistency part 2......................................................................................23
Article – foot in the door by Jerry Burger...............................................................................................25
Example consistency principle – Thai health promotion board-smoking kid..........................................25
Week 5.......................................................................................................................................................26
Video: reciprocity...................................................................................................................................26
Video: liking............................................................................................................................................27
1
, Chapter 2................................................................................................................................................28
Chapter 5................................................................................................................................................29
Article: helping others............................................................................................................................29
Week 6.......................................................................................................................................................30
Video: scarcity........................................................................................................................................30
Video 2: using emotions.........................................................................................................................31
Chapter 8................................................................................................................................................33
Article: motivational appeals using emotions.........................................................................................33
Article: using fear....................................................................................................................................34
Week 7.......................................................................................................................................................35
Video: authority part 1...........................................................................................................................35
Video: when do we rely on heuristics?...................................................................................................36
Chapter 6................................................................................................................................................36
Week 1
Video: introduction
2
,Social influence = when one’s emotions, opinions or behavior is influenced by other people.
This differs from persuasion.
Persuasion = using social influence tactics intentionally.
Involves 2 or more people.
Persuasion can also happen within a person.
Can also be unintentional > when you are not aware of it.
Compliance gaining = making a request and using social influence tactics to make someone actually
complying in that request.
Process by which we are influenced:
o Automatic processes
Sometimes we are not aware of the process taking place into our heads. For example, when being asked
‘which color is this’ when being shown a red surface.
This one is often being discussed in this course.
o Controlled processes
Sometimes we are highly aware of the process that’s taking place into our heads > this is with difficult
processes. This process takes a lot of effort. For example, looking for an answer to 1242 x 7897 =
The word ‘blue’ written in red:
Two automatic processes speak against each other, which causes you to have difficulty with quickly
reacting > this is where a controlled process steps in and you are aware of the process taking place into
your head.
Fluency and social influence
The difficulty of generating certain thoughts and images may be a critical determinant of later judgments
and behavior.
For example, when warning for a certain disease on a campus by showing very concrete
symptoms, like a headache: students were more aware for it than when showing very vague
symptoms, like a not good working nervous system (very difficult to generate).
Force that influences our behavior: actions and opinions of others.
People are poor at tracking how often we heard something: we just base it on familiarity.
People draw on the experience of familiarity, but are insensitive to where this fluency experience came
from > perceptions may often be faulty.
Fluent processing > impression that a statement is true.
Frequent repetition can cause that we think a statement is true.
3
, We have to transform misleading information in the heads of people to correct information by
influencing them with showing them a certain correct statement multiple times and connecting it to the
not right one to make sure they link it in their head.
People perceive words that are difficult to pronounce as more novel and ‘dangerous’ than words easy to
pronounce.
This is related with risk perception > difficult to pronounce words are being seen as riskier (and in that
case adventurous) than words that are easy to pronounce.
Also: if it’s difficult to read, it’s difficult to do.
Predicting the future:
The more difficult it is to imagine certain behavior/outcomes, the less likely we think we are to engage in
it. For example, we often don’t think of the change to not succeed in our goal, so we feel like we will
reach our goals.
When a choice is difficult to make, for example because of certain trade-offs, this causes certain negative
consequences: for example, the chance to change to an alternative is higher and satisfaction with the
choice may be lower.
Mere exposure effect (Zajonc) = the more often we see an object, the more we like it.
Conclusions:
o People may directly attribute the experience of fluency to other aspects of the object or
behavior in consideration.
o People draw on naïve theories to infer the meaning of any encountered difficulty.
o Fluency elicits positive affect > can feed into other judgments.
o Fluency can influence the way information is processes and increase heuristic thinking.
Video: What are heuristics? And the power of ‘because’
Heuristics = decision strategies
4
Week 1.........................................................................................................................................................2
Video: introduction...................................................................................................................................2
Fluency and social influence.....................................................................................................................3
Video: What are heuristics? And the power of ‘because’.........................................................................4
Video: How raising the price can actually increase sales..........................................................................5
Video: Why and how to play hard to get..................................................................................................5
Video: Simulation, recognition and similarity as weapons of influence....................................................6
Video: heuristics, the starting point to influence and persuade people...................................................7
Chapter 1..................................................................................................................................................8
Chapter 7..................................................................................................................................................8
Article: social influence an overview – social influence: compliance and conformity..............................9
Week 2 (chapter 4 included)......................................................................................................................12
Video: social proof introduction.............................................................................................................12
Video: social norms (article Goldstein and Mortensen included)...........................................................12
Video: using social norms.......................................................................................................................14
Video: Asch and Sherif............................................................................................................................15
Video: smoke room................................................................................................................................16
Video: social proof and eye witness testimonies....................................................................................16
Week 3.......................................................................................................................................................17
Video: increasing the impact of social norms.........................................................................................17
Video 2: social proof spreading effects...................................................................................................18
Unethical behavior – article....................................................................................................................19
Week 4.......................................................................................................................................................22
Chapter 3................................................................................................................................................22
Video 1 – commitment and consistency intro........................................................................................22
Video 2 – commitment and consistency part 2......................................................................................23
Article – foot in the door by Jerry Burger...............................................................................................25
Example consistency principle – Thai health promotion board-smoking kid..........................................25
Week 5.......................................................................................................................................................26
Video: reciprocity...................................................................................................................................26
Video: liking............................................................................................................................................27
1
, Chapter 2................................................................................................................................................28
Chapter 5................................................................................................................................................29
Article: helping others............................................................................................................................29
Week 6.......................................................................................................................................................30
Video: scarcity........................................................................................................................................30
Video 2: using emotions.........................................................................................................................31
Chapter 8................................................................................................................................................33
Article: motivational appeals using emotions.........................................................................................33
Article: using fear....................................................................................................................................34
Week 7.......................................................................................................................................................35
Video: authority part 1...........................................................................................................................35
Video: when do we rely on heuristics?...................................................................................................36
Chapter 6................................................................................................................................................36
Week 1
Video: introduction
2
,Social influence = when one’s emotions, opinions or behavior is influenced by other people.
This differs from persuasion.
Persuasion = using social influence tactics intentionally.
Involves 2 or more people.
Persuasion can also happen within a person.
Can also be unintentional > when you are not aware of it.
Compliance gaining = making a request and using social influence tactics to make someone actually
complying in that request.
Process by which we are influenced:
o Automatic processes
Sometimes we are not aware of the process taking place into our heads. For example, when being asked
‘which color is this’ when being shown a red surface.
This one is often being discussed in this course.
o Controlled processes
Sometimes we are highly aware of the process that’s taking place into our heads > this is with difficult
processes. This process takes a lot of effort. For example, looking for an answer to 1242 x 7897 =
The word ‘blue’ written in red:
Two automatic processes speak against each other, which causes you to have difficulty with quickly
reacting > this is where a controlled process steps in and you are aware of the process taking place into
your head.
Fluency and social influence
The difficulty of generating certain thoughts and images may be a critical determinant of later judgments
and behavior.
For example, when warning for a certain disease on a campus by showing very concrete
symptoms, like a headache: students were more aware for it than when showing very vague
symptoms, like a not good working nervous system (very difficult to generate).
Force that influences our behavior: actions and opinions of others.
People are poor at tracking how often we heard something: we just base it on familiarity.
People draw on the experience of familiarity, but are insensitive to where this fluency experience came
from > perceptions may often be faulty.
Fluent processing > impression that a statement is true.
Frequent repetition can cause that we think a statement is true.
3
, We have to transform misleading information in the heads of people to correct information by
influencing them with showing them a certain correct statement multiple times and connecting it to the
not right one to make sure they link it in their head.
People perceive words that are difficult to pronounce as more novel and ‘dangerous’ than words easy to
pronounce.
This is related with risk perception > difficult to pronounce words are being seen as riskier (and in that
case adventurous) than words that are easy to pronounce.
Also: if it’s difficult to read, it’s difficult to do.
Predicting the future:
The more difficult it is to imagine certain behavior/outcomes, the less likely we think we are to engage in
it. For example, we often don’t think of the change to not succeed in our goal, so we feel like we will
reach our goals.
When a choice is difficult to make, for example because of certain trade-offs, this causes certain negative
consequences: for example, the chance to change to an alternative is higher and satisfaction with the
choice may be lower.
Mere exposure effect (Zajonc) = the more often we see an object, the more we like it.
Conclusions:
o People may directly attribute the experience of fluency to other aspects of the object or
behavior in consideration.
o People draw on naïve theories to infer the meaning of any encountered difficulty.
o Fluency elicits positive affect > can feed into other judgments.
o Fluency can influence the way information is processes and increase heuristic thinking.
Video: What are heuristics? And the power of ‘because’
Heuristics = decision strategies
4
