Milgram Experiment

Asch experiment

Conformity

Changing one’s attitude or behavior to match a perceived social norm.

Descriptive norm

The perception of what most people do in a given situation

Informational influence

Conformity that results from a concern to act in a socially approved manner as determined by how others act

Normative influence

Conformity that results from a concern for what other people think of us.

Obedience

Responding to an order or command from a person in a position of authority.

Triad of Trust

Manipulating the Perception of Trustworthiness

Other Tricks of Persuasion

• "Free Gifts" & Reciprocity
• Social Proof
• Getting a Foot-in-the-Door
• Persuasion: So Easily Fooled 324
• A Door-in-the-Face
• "And That's Not All"
• The Sunk Cost Trap
• Scarcity & Psychological Reactance

Central route to persuasion

Persuasion that employs direct, relevant, logical messages

Fixed action patterns (FAPs)

Sequences of behavior that occur in exactly the same fashion, in exactly the same order, every time they are elicited

Foot in the door

Obtaining a small, initial commitment

Gradually escalating commitments

A pattern of small, progressively escalating demands is less likely to be rejected than a single large demand made all at once.

Heuristics

Mental shortcuts that enable people to make decisions and solve problems quickly and efficiently

Peripheral route to persuasion

Persuasion that relies on superficial cues that have little to do with logic

Psychological reactance

A reaction to people, rules, requirements, or offerings that are perceived to limit freedoms.

Social proof

The mental shortcut based on the assumption that, if everyone is doing it, it must be right.

The norm of reciprocity

The normative pressure to repay, in equitable value, what another person has given to us

The rule of scarcity

People tend to perceive things as more attractive when their availability is limited, or when they stand to lose the opportunity to acquire them on favorable terms.

The triad of trust (definition)

We are most vulnerable to persuasion when the source is perceived as an authority, as honest and likable

Trigger features

Specific, sometimes minute, aspects of a situation that activate fixed action patterns.