Social Influence, Public Communication and Advertising (SIPA)
Lecture notes
2024-2025
Lecture 1
Intro to the course + Regulatory focus & Resistance
Course structure
Theoretical part
- Individual
- Learn basic theory
- Apply research, analyse real-life problems
- Written exam
Practical part
- Group assignment
o 4 different assignments
- Develop a creative concept using design thinking
- Integrate research, empathy and imagination
- Presentation and advisory report
Mandatory attendance
- Exam
- Final presentation
Exam
- Digital exam (on campus, Remindo)
- Partly multiple choice, partly open
Way of working
- Our advice: attend as many lectures as possible.
- Presence at lectures is not mandatory
- Lectures are recorded and posted on BB on the same day as the
lecture
- Slides are also posted on BB (after lecture)
- Questions? During lectures is appreciated
Social influence
,Focus of this course: shaping and presenting products, ideas, or
movements in a way that motivates people to engage and say ‘yes’.
Multiple domains: commercial, political and social.
It can be for profit, non-profit and political goals.
Regulatory focus
Trump – Harris presidential debate
Trump is prevention focused on threats.
Harris is focused on positive things we can gain.
Regulatory focus
A metaphor for promotion and prevention focus is a rose
- You can look at the thorns, then you will see the risks
- You can look at how pretty it is, you will then focus on the positive
aspects
People don’t want to
- Fail
- Loose money
- Be rejected
- Look stupid
- Make mistakes
- Get sick
- Etc.
Prevention focused people will look at situations in a way of:
- Security
- Safety
- Duties
People want to
- Enjoy
- Own things
- Learn
- Be fit
- Have friends
- Be healthy
- Etc.
,Promotion focused people will look at situation in a way of:
- Growth
- Advancement
- Progress
Promotion focused thinking from a scale of -1 till 1
- Best outcome is 1 (everything works out)
- Worst outcome is 0 (you will have gained nothing)
- E.g., How can I get the most out of this course?
Prevention focused thinking from a scale of -1 till 1
- Best outcome is 0
- Worst outcome is -1
- E.g., How can I avoid failing the course?
Scholer et al. (2019)
Everyone has a prevention and promotion focus.
Differences arise from chronic or temporal orientation.
Some people in general are a bit more prevention focused and others
more promotion focused.
Chronic orientations are orthogonal (independent)
- Individuals can simultaneously have strong prevention and
promotion systems.
Temporal orientations are dependent
- At any given time, one orientation is going to dominate.
Chronic orientation is measured with questionnaire, e.g.,:
- “I often think about the person I would ideally like to be in the
future”
- “I frequently think about how I can prevent failure in my life”
The 4 parenting styles
Two axes: demandingness and responsiveness
- Demandingness is all about rules
- Responsiveness is all about open communication
, Permissive
- High responsiveness and low demandingness
- Child-driven
- Rarely gives or enforces rules
Authoritative
- High responsiveness and high demandingness
- Solves problems
- Set clear rules
- Open communication
- More likely to have developed promotion oriented style
Uninvolved
- Low responsiveness and low demandingness
- Uninvolved or absent
- Provides little nurturance or guidance
Authoritarian
- Low responsiveness and high demandingness
- Parent-driven
- Set strict rules and punishment
- More likely to have developed prevention oriented style
Approach or avoidance
Two very basic systems that means some people are more likely to
approach things and others are more likely to avoid things.
Lecture notes
2024-2025
Lecture 1
Intro to the course + Regulatory focus & Resistance
Course structure
Theoretical part
- Individual
- Learn basic theory
- Apply research, analyse real-life problems
- Written exam
Practical part
- Group assignment
o 4 different assignments
- Develop a creative concept using design thinking
- Integrate research, empathy and imagination
- Presentation and advisory report
Mandatory attendance
- Exam
- Final presentation
Exam
- Digital exam (on campus, Remindo)
- Partly multiple choice, partly open
Way of working
- Our advice: attend as many lectures as possible.
- Presence at lectures is not mandatory
- Lectures are recorded and posted on BB on the same day as the
lecture
- Slides are also posted on BB (after lecture)
- Questions? During lectures is appreciated
Social influence
,Focus of this course: shaping and presenting products, ideas, or
movements in a way that motivates people to engage and say ‘yes’.
Multiple domains: commercial, political and social.
It can be for profit, non-profit and political goals.
Regulatory focus
Trump – Harris presidential debate
Trump is prevention focused on threats.
Harris is focused on positive things we can gain.
Regulatory focus
A metaphor for promotion and prevention focus is a rose
- You can look at the thorns, then you will see the risks
- You can look at how pretty it is, you will then focus on the positive
aspects
People don’t want to
- Fail
- Loose money
- Be rejected
- Look stupid
- Make mistakes
- Get sick
- Etc.
Prevention focused people will look at situations in a way of:
- Security
- Safety
- Duties
People want to
- Enjoy
- Own things
- Learn
- Be fit
- Have friends
- Be healthy
- Etc.
,Promotion focused people will look at situation in a way of:
- Growth
- Advancement
- Progress
Promotion focused thinking from a scale of -1 till 1
- Best outcome is 1 (everything works out)
- Worst outcome is 0 (you will have gained nothing)
- E.g., How can I get the most out of this course?
Prevention focused thinking from a scale of -1 till 1
- Best outcome is 0
- Worst outcome is -1
- E.g., How can I avoid failing the course?
Scholer et al. (2019)
Everyone has a prevention and promotion focus.
Differences arise from chronic or temporal orientation.
Some people in general are a bit more prevention focused and others
more promotion focused.
Chronic orientations are orthogonal (independent)
- Individuals can simultaneously have strong prevention and
promotion systems.
Temporal orientations are dependent
- At any given time, one orientation is going to dominate.
Chronic orientation is measured with questionnaire, e.g.,:
- “I often think about the person I would ideally like to be in the
future”
- “I frequently think about how I can prevent failure in my life”
The 4 parenting styles
Two axes: demandingness and responsiveness
- Demandingness is all about rules
- Responsiveness is all about open communication
, Permissive
- High responsiveness and low demandingness
- Child-driven
- Rarely gives or enforces rules
Authoritative
- High responsiveness and high demandingness
- Solves problems
- Set clear rules
- Open communication
- More likely to have developed promotion oriented style
Uninvolved
- Low responsiveness and low demandingness
- Uninvolved or absent
- Provides little nurturance or guidance
Authoritarian
- Low responsiveness and high demandingness
- Parent-driven
- Set strict rules and punishment
- More likely to have developed prevention oriented style
Approach or avoidance
Two very basic systems that means some people are more likely to
approach things and others are more likely to avoid things.
