01:830:220 Lecture 10: Twelve Angry Men
Document Summary
People changed their mind even when they knew their answer is correct. Normative social influence: the desire to be liked. Social influence based on the desire to be liked or accepted. Informational social influence: the desire to be right. Social influence based on the desire to be correct. Especially strong source of conformity when the task is important and difficulty and uncertainty are high. Involves careful consideration of message content and ideas. Actually listen to what others are saying. Involves the use of simple rules or mental shortcuts. Ex. agreeing with a favorite pop star. Under certain conditions, people are motivated to pay attention to the facts in a communication, and so they will be most persuaded when these facts are logically compelling. The case whereby people elaborate on a persuasive communication, listening carefully to and thinking about the arguments, as occurs when people have both the ability and the motivation to listen carefully to a communication.
