1. Social Influence Social Norms

2. Social Norms – what are they? Accepted and expected ways of behaving in a group

3. Examples of Social Norms

4. Social Norm

5. Any other examples? Perhaps you can think of some?

6. Why do we conform?

7. Informational Social Influence 1938 American Radio Play – War of the Worlds Link Use the Informational model to explain it.

8. Normative Social Influence

9. Why does a respectable teenage girl shoplift her makeup from Boots? Use the normative model to explain it

10. Compliance techniques

11. Copyright © 2002 by Allyn and Bacon 4 Commitment-Based Tactics Foot-in-the-Door Technique Low-Ball Technique Bait and Switch Technique Labeling Technique Managing Self-Image

12. Copyright © 2002 by Allyn and Bacon Foot-in- the-Door FIRST STEPSECOND STEP Low-Ball Bait and Switch Labeling TACTIC

13. Copyright © 2002 by Allyn and Bacon Gain Targets Compliance With a Small Request Foot-in- the-Door FIRST STEP SECOND STEP Low-Ball Bait and Switch Labeling TACTIC Example: Would you sign a petition to help feed starving children?

14. Copyright © 2002 by Allyn and Bacon Gain Targets Compliance With a Small Request Foot-in- the-Door FIRST STEP SECOND STEP Low-Ball Bait and Switch Labeling TACTIC Would you sign a petition to help feed starving children? Make a Related, Larger Request Would you work for 2 weeks in the local soup kitchen?

15. Copyright © 2002 by Allyn and Bacon Foot-in-the-Door Technique Agreeing to the first small request focuses ones self-image on being consistent on that topic/issue. It would be inconsistent to refuse a second larger request involving the same topic/issue. Managing Self-Image

16. Copyright © 2002 by Allyn and Bacon Get an Agreement to a Specific Arrangement Foot-in- the-Door FIRST STEP SECOND STEP Low-Ball Bait and Switch Labeling TACTIC Get the Customer to Agree to Buy a New Car for $15,000

17. Copyright © 2002 by Allyn and Bacon Get an Agreement to a Specific Arrangement Foot-in- the-Door FIRST STEPSECOND STEP Low-Ball Bait and Switch Labeling TACTIC Get Customer to Agree to Buy a New Car for $15,000 SECOND STEP Change The Terms of The Arrangement Oh, you wanted tires and seats? Then thatll be $15,999.

18. Copyright © 2002 by Allyn and Bacon Low-Ball Technique After actively choosing an object/item, people take mental possession of it, and it becomes part of their self- concept or self-image. Managing Self-Image It often is easier to continue with the commitment than to change ones self- concept or new self-image.

19. Copyright © 2002 by Allyn and Bacon Advertise a Low Price on an Item Foot-in- the-Door FIRST STEP SECOND STEP Low-Ball Bait and Switch Labeling TACTIC Spur the Target to Take a Course of Action

20. Copyright © 2002 by Allyn and Bacon Advertise a Low Price on a New Stereo Foot-in- the-Door FIRST STEPSECOND STEP Low-Ball Bait and Switch Labeling TACTIC Spur The Target to Take a Course of Action SECOND STEP That stereo is junk, but just $299 more buys this beauty! Describe the Course as Unwise, Suggest an Alternative

21. Copyright © 2002 by Allyn and Bacon Bait and Switch Technique This technique gets people to accept a deal they would have rejected if it had been offered first. Managing Self-Image It works by getting people to commit to a general course of action (e.g., the need to have a new stereo).

22. Copyright © 2002 by Allyn and Bacon You Are A Very Generous Person! Foot-in- the-Door FIRST STEP SECOND STEP Low-Ball Bait and Switch Labeling TACTIC Assign The Target a Trait Label

23. Copyright © 2002 by Allyn and Bacon You Are A Very Generous Person! Foot-in- the-Door FIRST STEPSECOND STEP Low-Ball Bait and Switch Labeling TACTIC Assign The Target a Trait Label SECOND STEP Say, Can You Contribute to the ex-CEO fund? Then Seek Compliance With a Label- Consistent Request

24. Copyright © 2002 by Allyn and Bacon Labeling Technique The label (e.g., youre very generous) activates a favorable self-image. Managing Self-Image This motivates the person to behave consistently with the activated self- image (e.g., by being generous).