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Social Influence &
Transcript of Social Influence &
- It is a communication from one person (the source) to another (the target) that takes the general form,
Ex. “If you don’t do X [which I want], then I will do Y [which you don’t want]”
- It is similar to a threat, except that it involves
contingent rewards, not punishments.
Ex. “If you do X [which I want], then I will do Y [which you want].”
Subjective expected value (SEV) is a measure of
the pressure that the target feels from the
Social Influence &
-It refers to the capacity of one
member to issue orders to others—that is,
to direct or regulate the behavior of other
members by invoking rights that are vested
in his or her role.
Factors Affecting Obedience to Authority
1. a direct display of authority symbols—like a uniform or badge—will increase compliance
2. Back up his or her demands with punishment in the event of noncompliance
Resisting Influence and Persuasion
a. Inoculation - Resistance to persuasion
- Warning people that they are about to be exposed to a persuasion attempt
- When trying to convince people
to change their attitudes, we may become too heavy-handed and actually produce a reaction in the direction opposite to that we intended.
- It occurs when one person (the source) engages in some behavior (such as persuading,
threatening, promising, or issuing orders) that causes another person (the target) to behave differently from how he or she would otherwise behave
Forms of Open Influence:
2. Threats or promises
3. Use of orders based on legitimate authority
Social Influence can lead to:
a. attitude change—a change in the target’s beliefs and attitudes about some issue, person, or situation
b. Compliance - occurs when the target’s behavior conforms to the
source’s requests or demands.
- Changing the beliefs, attitudes, or behaviors of a target through the use of information or argument
- It displays this paradigm and
shows how these components are interrelated (Source- "Who", Message- "What" and Target - "Whom")
a. Source: ( "Who")
a.1. Communicator credibility
-It denotes the extent to which the target perceives the communicator as a believable source of information
a.4. Attractiveness and Likability
Social Impact Theory
- It states that the impact of an influence attempt is a direct function of strength (that is, social status or power), immediacy (that is, physical or psychological distance), and number of influencing sources.
b.1. Message discrepancy
- A position that is different from what the target believes
- This are messages that are useful when the source is trying to motivate the target to
take some specific action
Ex. Campaign election
b.3 One-Sided versus Two-Sided Messages
- It emphasizes only those facts that explicitly support the position advocated by the source (“Sun tanning causes skin cancer” or “Sun tanning causes wrinkles”).
-It presents not only the position advocated by the
source but also opposing viewpoints
c. Target ("Whom")
- Individuals who are more
intelligent tend to be more resistant to influence for a number of reasons
- High Involvement or Low involvement
- According to Five-factor model (Costa & McCrae, 1992; Digman, 1990) individuals who are
high on neuroticism—people who feel socially anxious or depressed—are more susceptible to persuasion