Sociology

• Prepared questions - prepared answers. 15 stock questions w answers.
• Control image - Look youthful, energetic, well groomed
• Great Communicator - Ronald Reagan was an example. Credibililty in his presence, from being an actor.
• Emotional issues brought up
• Most heavily advertised are most successful
• Periferal aspect is route to persuasion through emotion, attractive
• Central aspect is intelligent, facts, figures, logic.

On Star commercial, showing woman in accident, panicked. On Star persons voice, calming her, telling her she is sending an ambulence. They know her location, help is on the way.

• Advertise "no pain reliever stronger or more affective, but big difference in cost of Bayer vs generic asprine.
• Commercial with mother and child, burglar is trying to get into home, security system goes off and saves her.

• School textbooks don't get into negative things done.
• Don't study 80's, 90's or VietNam.

• 1. Who says it - Source
• 2. Nature of communication - how it was said
• 3. Characteristics of audience - whom it is said to, hearing the message

• Expert, knowledgable, likable, attractive, trust worthy, credible, want to identify with them, like them
• Athletes, movie stars, music - people rated glamorous - sell products.
• Some people more trust worthy, even don't like them.
• If they argue against their interest, you are not sure if they are trying to influence you. appear more credible.

• Emotional works best - more frightened w/ react.
• Keep blacks out of neighborhood - code word used "keep getto quiet"
• Terrorism plays up fear today
• More frightened, more apt to act
• People with high self esteem will react quicker, low self esteem will be delayed, hesitant but will react.
• High fear works best. Ex: wrecked car outside of schools at prom time.
• Ex: Military film, wanted to keep soldiers away from prostitutes, showed films with disease.

• Two sided arguement shows both sides, debates them. One side refutes the other.
• This confuses the "well informed" audience.
• Works best with intelligent people.

• Less educated will get confused, not graduated High School, doesn't read
• What issues will persuade you? Hockey moms, your hometown, tend to lean on your views.

If not in favor of your opinion - 2 sided arguement is best to influence.

• How do you convince a jury - debate if guilty.
• Closing argument - come back next day
• How do you prove innocence?
• Lawyers hire psychologist to learn about jury. Educated? Get names of potential jury, find best people to favor your client.
• Ex: Women on jury for rape trial.
• African American jury if black person on trial. (O.J.)

Closing argument comes right after first argument. Better to be first.

• Tech: Soften audience- guest speaker tell jokes, give alcohol, food, get them relaxed, well fed.
• Then, hit you with what they want.
• Free dinner, more obliged
• People get older, buy insurance w/ this group rather than that (AARP)
• Use toast master, comedian, makes you feel good.
• Send gift, more apt to react ($1.00 in mail, labels sent with name on it asking for donation)

• Innoculation affect. Ex: The Wave.
• Exposure was watered down.
• Prior exposure by watered down attach will produce resistance to later attach to defend their beliefs.
• Motivated to defend - attach beliefs mildly, make you question.
• "Have you thought about your beliefs"?
• Challenged, makes you reevaluate.
• We will resist severe attach
• If beliefs are handed down, they are the easiest belief's to brainwash.
• Gain practice to defend beliefs is more effective.
• People do not want their convictions challenged, makes them uncomfortable.

• Opinion is unemotional, thought out, can be changed
• Attitude is harder to change, emotional likes and dislikes.

• Supermarket persuades us by placement of products. More expensive at eye level.
• You sell product by persuading person they want to identify with person, want to be like them, vs chemist in lab coat. "Perifial persuasion"

How have we been convinced someone is attractive? Level of agreement of selling product.

How do you convince a jury? Fear works best.

• Big increase in Autism - people persuaded by fluorine in water, against inoculations.
• No credible evidence. Scare tactic convinces people.

• 1. Physical attractiveness
• 2. Similarity, finding commonality (ex: same school, shop at same place)
• 3. Cooperation - 2 different people working towards same goal
• 4. Person is partial to us - want to please them

• Liking - social selling, flattering, compliment, common ground
• Reciprication - tips, bargaining, candy to nurse. Something nice deserves something nice back.
• Consistency - Dessert first.
• Scarcity - running out of dessert
• Social Validation - if someone we identify with or respect (Ex; neighbor with cancer, raising money)
• Authority - Ex: Collin Powell, came out believing weapons of mass distruction, we believed him because we trust him.

• Gift Giving: Purple Hearts, tax write off, give reciept for taxes.
• Once you donate, its hard not to do it again.
• Nursing students calling ulumnea nursing students for donations.
• Get people to make commitment for something small, slowly escalate. (Foot in the door)
• Escalation Phenomenon - come to retreat, then come to weekend, then move in.
• Ex: buy tires, tell you brakes are bad.
• If you want someone to help you, do something nice for them first.
• They do small favor, in future will do bigger favor.
• To get someone to agree with you, star agreeing with them first! Save arguement for important things.
• Make them think they are right. Sets stage for them to agree with you in future.

Influence of other people have an affect on person's behavior.

3 kinds of responses to social influence: Compliance, Identification or Internalization.

Compliance - person who is motivated by desire to gain reward or avoid punishment. Only as long lived as the promise of reward or threat of punishment. This is the least enduring.

• Identification - response to social influence brought about by individual's desire to be like the influencer.
• We adopt a behavior because it puts us in a satisfying relationship to the person with whom we identify. Differs from compliance in that we do come to believe the opinion and values we adopt., although we do not believe in them strongly. If group is attractive, we we will be inclined to accept influence from them.
• "Uncle Charlie" phenomenon. Loved uncle since childhood, his beliefs have become part of your belief systemm from comments made during childhood. Becomes part of belief system because you like Uncle Charlie.
• If Uncle Charlie moves to a different city and months or years go by without seeing him, his beliefs are likely to fade.

This phenomenon occurs often when we encounter the opinions of people we like or admire.

• Internalization: Belief or value is most permanent, most deeply rooted response to social influence.
• Motivation to internalize a belief is the desire to be right. The reward is intrinsic , innate, inborn.
• If the person who provides the influlence is perceived to be trustworthy and to have good judgement - we accept the belief they advocate and we integrate it into our system of values. Once it is part of our values, it becomes independent of its source and is extremely resistant to change.
• Most permanant response because your motivation to be right is powerful and self sustaining force, does not depend on constant surveillance.

Ex: Speeding, if forwarned of police surveillance, we obey the law. Obey the law to avoid paying a penalty. If remove the patrol, many would increase speed.

• In compliance, the important component is power! The power of the influencer to dole out reward or punishment. Parents have power to praise, give love, give spankings.
• Teachers have power to give gold stars or humiliate.
• In identification the important component is attractiveness - the attractiveness of the person we identify with. If that person likes issue, we aggree. If person denounces, we disagree with issue.
• In internalization, the important component is credibility. The credibility of the person who supplies the information.

Compliance and identification are generally more temporary than internalization. Permanence can be increased if an individual makes a firm commitment to continue to interact with the person that induced the original act of compliance.

Permanence can also result if, when complying, we discover something about our actions that make it worthwhile to continue the behavior, even after the original reason for compliance (reward/punishment) is no longer there. This is called Secondary gain. Ex quit smoking, start to feel good

What is propaganda? The systematic propagation of a given doctrine and education as the act of imparting knowledge or skill. Ex: the implication that marijuana leads to the use of addictive drugs.

• The key factors that increase the effectiveness of a communication?
• 1. Source of communication - (who says it)
• 2. The nature of the communication - (how he or she says it)
• 3. Characteristics of the audience - (to whom he or she says it)
• Who says what to whom!
• Credibility
• Attractiveness