Influence
Conformity vs. Compliance vs. Acceptance
--Conformity: A change in behavior or belief
as a result of a real
or imagined group pressure.
--Compliance: Publicly acting in accord with social pressure while
privately disagreeing.
--Acceptance: Both acting and believing in accord with social
pressure.
Factors Affecting Obedience
--Emotional distance of victim: farther = more
compliance;
closer = less compliance.
--Closeness & legitimacy of authority: closer & more
legitimacy = more compliance.
--Institutional authority: more prestigious = more compliance.
--Liberating effects of group influence: those acting out your
internal feelings liberate you to act, yourself.
Factors Influencing Persuasion
Who says? (Communicator)
- credibility
- attractiveness
What is said? (Content)
- reason vs. emotion
- discrepancy
- one-sided vs. two-sided
- primacy vs. recency
How is it said? (Channel)
- active vs. passive
- personal vs. media
To whom is it said? (Audience)
- age
- what are they thinking?