ADV 319 Lecture Notes - Lecture 27: Reinforcement, Social Influence, Fashionistas
Document Summary
Other people + groups, especially those who possess some kind of social power, influence our decisions. Social identity: taking on the identity of different groups. Some we feel closer to = in groups. Social power: capacity to alter the actions of others, high social standings. Reward power: positive reinforcement (ex: social acceptance) Coercive power: threatening (ex: spectrum would not let pounders cancel her subscription) More likely to look at referent groups to higher involvement higher risk. Membership: people who we actually know, people in our network. Aspirational: are more likely not know, we aspire to be them, may be representative of our ideal self. Avoidance groups: motivation to distance oneself from other people/groups (ex: don"t wear all black, a&m, political groups) More likely to conform when we are in a group: normative influence. Fear of deviance: fear of being outed.
