PSYC1030 Lecture 4: Week 4 Lecture
Lecture – Persuasion
Persuasion:
• Compliance
• Obedience
Chain of persuasion:
• Presentation
• Attention
• Comprehension
• Yielding
• Retention
• Behaviour
Cognitive Response Analysis:
• Elaborative thoughts
Compliance:
• agreeing to a request from someone who does not have the authority to make you obey
Principles of Compliance:
• Reciprocation
• Consistency
• Social validation
• Liking
• Scarcity
• Authority
Reciprocation:
• Should be more willing to comply with a request from someone who has previously provided
a favour or concession to us
• Powerful norm for reciprocation in society
• Like, Cooperate, Compete, Self-disclose, Concessions
Door in the face technique:
• A ridiculously large request, followed by a smaller, more reasonable request
• Concession
Ambit claim:
• Ridiculous demand made first with expectation of future compromise
• Humans are better at making relative judgements than absolute judgements
• Better at being able to compare
Contrast effects:
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• Door in the face technique - partly due to reciprocal concessions, partly to the power of
contrast effects
• Humans better at making relative judgments than absolute judgments
Consistency:
• Cognitive dissonance theory Festinger (1957) – making something seem better than it really
is
• Baumeister (1982) - the desire to appear consistent is also very influential – change the way
they think about something because they are doing different things – change to make
ourselves consistent
Foot in the door technique:
• A person first makes a small request, then makes a larger, related request
• Self-perception – the kind of person that helps out
• Allows us to be consistent
Most effective:
• Active
• Effortful
• Made in public
• Not coerced
• Need to try and live up to the commitments
• Lure people to make their own commitments and have not been manipulated into doing it
Bait and Switch:
• Inducement, commitment, remove inducement, pressure to be consistent
Low Balling:
• Inducement, commitment, increase of cost, pressure to be consistent
• Promises that people make in order to get you to agree to do something
Social Validation:
• Festigers 19 Social Copariso Theory
• People have a constant drive to evaluate themselves
• Similar to a dare – using beliefs and attitudes
List technique:
• Convincing others to be like them – best seller ides – conformality
• asking for a request only after the target person has been shown a list of others who have
Already agreed to the same request
Liking:
• Interpersonal liking can be a strong influence on how much we are persuaded
• Created by physical attractiveness, similarity
Scarcity Social:
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