Summary: Social Influence

Read the summary and the most important questions on Social Influence

• 1 Lecture 1: Introduction to Social Influence

• 1.1 Definitions

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• What does (pure) persuasion mean?

  It is intentional, because you use the knowledge of how to influence someone else to obtain a goal. It is non-coercive, however, persuasion hasseveral degrees. E.g. if you see the wanted behavior as a condition for something else, it has a coercive element. You can also make yourself a promise, this also contains a bit of persuasion.

• 1.2.2.1 Because... (Langer et al., 1978)

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• What happens with using a reason when you have a bigger request (e.g. Copying 20 instead of 5 pages)?

  The stakes are too high for many people. People become more critical and are less likely to give in to your request. 5 copies is a lower time investment.

• 1.2.2.2 Expensive = good

• What is the effect of the price of a product on peoples product-judgement?

  There is a correlation between the price and the perception of quality of a product. A more expensive product gives the idea it is of good quality, while cheap products seem less good. This can make expensive products more desirable. 
  e.g. If two exact same shirts are compared, but one is branded and thus more expensive, the branded one seems of better quality because of the price.

• What is the difference between costs and price?

  • Costs refer to the amount a product costs to fabricate. 
    
  • Price is the amount charged to the costumer. This involves costs, but also the price people are willing to pay for a product. 
  • The price can make something more desirable (=higher demand), but the demand can also influence the price. 

• How is this add linked to "expensive = good"? 

  The price and the line used give the impression you are worth spending money on. In other words: when you buy cheap, you are a cheap person, you’re worth less. How you buy is how you feel and how you are.

• 1.2.2.3 Inexpensive = bad

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• How does "inexpensive = bad" work?

  Inexpensive is associated with bad quality. This can be demonstrated in the following example:
   Evaluate the value of this bracelet in two different situations:
  

  1. The bracelet as such;
  2. The bracelet as a free present. 

  If it is gifted, you think the price is less, which makes its value lower.

• 1.2.2.4 Discount

• Why do discounts work?

  • Behavior is driven by the idea that bacause of the discount, the product is cheaper than it was. It's not neccesarily the cheap price. With expensive products you like a discount even better, because of the association with price and quality. 
  • It also works to indicate that there is a discount, without even changing the price. However, this is no longer allowed in the Netherlands, because the discount is fooling you.

  • Additionally, discounts can create a sense of urgency and motivate customers to make a purchase sooner rather than later.  

• 1.2.2.5 Effort heuristic

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• What does the effort heuristic entail?

  It is a cognitive bias where we judge the value based on the amount of effort it took. 
  

  • E.g. If you find 80 euros on the street, it took you little effort, so the value would be lower too and you would probably spent the money easier.  
  • E.g. If you earned 80 euros at work, the value of the money increases and you would spent the money more rationally. 
    

• 1.2.2.6 Self-persuasion

• Why is self-persuasion one of the moste effective persuasion techniques?

  Because it involves convincing oneself of something rather than being convinced by someone else. You're coming up with reasons yourself, e.g. Why you really love a person, product, etc..

• 1.2.2.8 Recognition heuristic

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• What does the recognition heuristic entail?

  It is a decision-making rule that suggests that if one of two objects is recognized and the other is not, we choose the recognized object. It is based on the idea that people tend to judge familiar things as more valuable or important. The recognition heuristic can be a useful strategy in situations where we have limited information, as it allows us to make quick and efficient decisions based on recognition alone. This is, in many cases, a valid assumption.