SOCIAL INFLUENCE
Lecture 1: Introduction and reciprocity
Click, run: tendency to mechanically react to information / a situation.
- Expensive/popular = good
- Any reason = valid request
- Example = online reviews
Reciprocity: to give back what another has given us (obligation).
- Strong societal norm to reciprocate (otherwise maybe exclusion)
Pre-money society: being in debt is cornerstone for society. So not a
trade-off: you just get what you need, based on trust.
Social Exchange Continuum:
Communal: not expecting something in return. Usually strong
relationships.
Reciprocal:
- Friendships: may expect something in return after a while
- Doesn’t need to be of equal value, so there is always some debt
- More subjective value
Negotiated: no relationship at all
- Equal exchange, no debt, objective
value
Depends on:
- How strong is the relationship? (for trust)
- How soon do you want to be reciprocated?
Study: sending only letter / letter + postcard / letter + 4 postcards
Devilish side of a gift:
givers decide what to
give and what to ‘’ask’’
for next.
Study: buying raffle
tickets. Liked vs disliked confederate (conditie), coming back with gift or
nothing. People bought more tickets when they got a gift. People bought
even more when they disliked the confederate. Reciprocation is obliged
(verplicht).
Gift: nothing in return = more effective (need to reciprocate)
Reward: only when behavior is enacted (vastgesteld) = get into
negotiated exchange
,A gift is seen as an appreciation so they work more to return the favor. The
more intentional + thoughtful the gift, the more gratitude and better
friendship.
Reasons for reciprocity effect:
Negative affect:
- Obligation / indebtedness: goal is to restore equity (get rid of feeling
in debt).
- Social pressure (exclusion) / fear of rejection
Positive affect:
- Gratitude: see obligation (build a relationship)
- Liking (obligation)
Summary chapter 1: Levers of influence
Fixed-action patterns: behavior often occurs in rigid (starre) and
mechanical patterns.
- Similar to certain automatic (click-run) responses by humans.
- Automatic-behavior patterns tend to be triggered by a single feature
(trigger feature) of the relevant information in the situation.
- This single feature is valuable because you can decide on a correct
course of action without having to analyze each of the information in
the situation.
- Advantage: efficiency and economy it preserves crucial time,
energy and mental capacity.
- Disadvantage: vulnerability to costly mistakes, it increases the
chances of error, especially when responding in an automatic
mindless fashion. Changes of error increase even further when other
individuals seek to profit by arranging (through manipulation of
trigger features) to stimulate a desired behavior at inappropriate
times (anderen manipuleren gedrag op ongepaste momenten).
The compliance process can be understood in terms of a human tendency
for automatic, shortcut responding.
Perceptual contrast: the tendency to see two things that are different
from one another being more different than they actually are.
- Example: real-estate agents show home buyers one or two
unattractive options before showing the attractive home, which then
seems more attractive than it would have if shown first.
- This tactical use typically goes unrecognized.
Summary chapter 2: reciprocation
, Rule of reciprocation: one person try to repay what another person has
given you.
A tactic is to give something before asking for a return favor. This is due to
3 characteristics of the rule of reciprocation:
1. Often overwhelmes the influence of other factors that normally
determine compliance with the request (andere factoren bepalen
niet meer return favor). Especially when favor/gift is personalized or
customized.
2. The rule applies even to uninvited first favorite favors, thereby
reducing our ability to decide whom we wish to owe and outing the
choice in the hand of others (ook op ongevraagde gunsten, waardoor
we niet zelf beslissen aan wie we iets verschuldigd zijn, keuze ligt in
handen van anderen).
3. The rule can spur unequal changes; to be rid of the uncomfortable
feeling of indebtedness, an individual often agrees to a request for
substantially larger favor than one he or she received (ongelijke
veranderingen, wil van schuldenlast af, individu stemt in met
verzoek voor grotere gunst dan zelf ontvangen).
Another way of reciprocation: instead of providing a first favor that
stimulates a return favor, an individual can make an initial concession that
stimulates a return concession.
- Rejection-then-retreat-technique / door-in-the-face
technique: start with an extreme request sure to be rejected
retreat to a smaller request (the one desired all along) likely to be
accepted because it appears to be a concession (toegeven). After
participating in an reciprocal exchange of concessions people feel
more responsible for and more satisfied with the outcome.
Our best defense against the use of reciprocally:
- Not systematic rejection of the initial offers of others (niet afwijzen
eerste aanbieding).
- We should accept initial favors/concessions in good faith, but be
ready to redefine them as tricks should they later be proves a such
(gunsten accepteren, maar ze als trucjes herdefiniëren als ze dit
blijken).
Summary chapter 3: liking
People prefer to say yes to individuals they like.
Factors that increase their overall likability:
- Physical attractiveness also gains other traits such as talent,
kindness and intelligence. Attractive people are more persuasive.
- Similarity we like people who are like us.
Lecture 1: Introduction and reciprocity
Click, run: tendency to mechanically react to information / a situation.
- Expensive/popular = good
- Any reason = valid request
- Example = online reviews
Reciprocity: to give back what another has given us (obligation).
- Strong societal norm to reciprocate (otherwise maybe exclusion)
Pre-money society: being in debt is cornerstone for society. So not a
trade-off: you just get what you need, based on trust.
Social Exchange Continuum:
Communal: not expecting something in return. Usually strong
relationships.
Reciprocal:
- Friendships: may expect something in return after a while
- Doesn’t need to be of equal value, so there is always some debt
- More subjective value
Negotiated: no relationship at all
- Equal exchange, no debt, objective
value
Depends on:
- How strong is the relationship? (for trust)
- How soon do you want to be reciprocated?
Study: sending only letter / letter + postcard / letter + 4 postcards
Devilish side of a gift:
givers decide what to
give and what to ‘’ask’’
for next.
Study: buying raffle
tickets. Liked vs disliked confederate (conditie), coming back with gift or
nothing. People bought more tickets when they got a gift. People bought
even more when they disliked the confederate. Reciprocation is obliged
(verplicht).
Gift: nothing in return = more effective (need to reciprocate)
Reward: only when behavior is enacted (vastgesteld) = get into
negotiated exchange
,A gift is seen as an appreciation so they work more to return the favor. The
more intentional + thoughtful the gift, the more gratitude and better
friendship.
Reasons for reciprocity effect:
Negative affect:
- Obligation / indebtedness: goal is to restore equity (get rid of feeling
in debt).
- Social pressure (exclusion) / fear of rejection
Positive affect:
- Gratitude: see obligation (build a relationship)
- Liking (obligation)
Summary chapter 1: Levers of influence
Fixed-action patterns: behavior often occurs in rigid (starre) and
mechanical patterns.
- Similar to certain automatic (click-run) responses by humans.
- Automatic-behavior patterns tend to be triggered by a single feature
(trigger feature) of the relevant information in the situation.
- This single feature is valuable because you can decide on a correct
course of action without having to analyze each of the information in
the situation.
- Advantage: efficiency and economy it preserves crucial time,
energy and mental capacity.
- Disadvantage: vulnerability to costly mistakes, it increases the
chances of error, especially when responding in an automatic
mindless fashion. Changes of error increase even further when other
individuals seek to profit by arranging (through manipulation of
trigger features) to stimulate a desired behavior at inappropriate
times (anderen manipuleren gedrag op ongepaste momenten).
The compliance process can be understood in terms of a human tendency
for automatic, shortcut responding.
Perceptual contrast: the tendency to see two things that are different
from one another being more different than they actually are.
- Example: real-estate agents show home buyers one or two
unattractive options before showing the attractive home, which then
seems more attractive than it would have if shown first.
- This tactical use typically goes unrecognized.
Summary chapter 2: reciprocation
, Rule of reciprocation: one person try to repay what another person has
given you.
A tactic is to give something before asking for a return favor. This is due to
3 characteristics of the rule of reciprocation:
1. Often overwhelmes the influence of other factors that normally
determine compliance with the request (andere factoren bepalen
niet meer return favor). Especially when favor/gift is personalized or
customized.
2. The rule applies even to uninvited first favorite favors, thereby
reducing our ability to decide whom we wish to owe and outing the
choice in the hand of others (ook op ongevraagde gunsten, waardoor
we niet zelf beslissen aan wie we iets verschuldigd zijn, keuze ligt in
handen van anderen).
3. The rule can spur unequal changes; to be rid of the uncomfortable
feeling of indebtedness, an individual often agrees to a request for
substantially larger favor than one he or she received (ongelijke
veranderingen, wil van schuldenlast af, individu stemt in met
verzoek voor grotere gunst dan zelf ontvangen).
Another way of reciprocation: instead of providing a first favor that
stimulates a return favor, an individual can make an initial concession that
stimulates a return concession.
- Rejection-then-retreat-technique / door-in-the-face
technique: start with an extreme request sure to be rejected
retreat to a smaller request (the one desired all along) likely to be
accepted because it appears to be a concession (toegeven). After
participating in an reciprocal exchange of concessions people feel
more responsible for and more satisfied with the outcome.
Our best defense against the use of reciprocally:
- Not systematic rejection of the initial offers of others (niet afwijzen
eerste aanbieding).
- We should accept initial favors/concessions in good faith, but be
ready to redefine them as tricks should they later be proves a such
(gunsten accepteren, maar ze als trucjes herdefiniëren als ze dit
blijken).
Summary chapter 3: liking
People prefer to say yes to individuals they like.
Factors that increase their overall likability:
- Physical attractiveness also gains other traits such as talent,
kindness and intelligence. Attractive people are more persuasive.
- Similarity we like people who are like us.
