PSY 110 Lecture Notes - Lecture 10: Classical Conditioning
Psyc 110 Class Notes for 10/28/16
Social Influences:
1) Impact of others on our thoughts, attitudes and behaviors
2) Pesuasio: delieate attept to ifluee othes’ attitudes o ehaios
a. Two Routes:
i. Central Route: uses arguments and logic to persuade you to agree
w/them
1. It requires cognitive processing (the audience is listening and
processing the information)
ii. Peripheral Route: based on surface cues (attractive person/fast talker =
more credible person) → ex: politicians wearing an American flag on their
shirt hoping that people will view them as a more credible person
1. It does’t euie osious poessig- it can occur through
classical conditioning
iii. Both routes work, but the Central Route results in greater/longer-lasting
attitude change. However; the Central Route requires an audience to pay
attention/have motivation, so sometimes advertisements will use the
Peripheral Route to get more people to make impulse
decisions/purchases.
b. Well-Known Techniques of Persuasion:
i. Important Info about Techniques of Persuasion:
1. Often based on reciprocity norm (the golden-rule).
2. Also based on our desire to be seen as consistent.
ii. Foot-in-the-doo Tehiue
1. Get the person to agree to a small request
2. Follow up with a larger but related request
iii. Doo-in-the-fae Tehnique
1. Make a e lage euest koig that it’ll e efused.
2. Follow up with a smaller, more reasonable request.
3. The person is more likely to go along with it because they feel bad
that they were mean to the store representative, so they try to
make it better by buying/going along with the smaller request.
4. (Telemarketers love to use this technique)
iv. Lo-Ballig Tehiue Ous solel i the otet of sales
1. They intentionally understate the cost of an item
2. Once you agree to the initial cost, the sale person will give you
soe tie to eflet o ou puhase ad get ou e eited
about the item.
3. After obtaining agreement to purchase, the cost is the increased.
3) Our desire to be seen as consistent affects our behaviors, too:
a. Cognitive Dissonance: discomfort as a result of a discrepancy between an
attitude ad ehaio e do’t at to e hpoitial ad ill feel ad if e do
so)
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