Overview
This lecture explores how automatic behaviors, social and environmental cues, and three key principles of persuasion—liking, authority, and social proof—influence our daily communication and decision-making.
Automatic Behaviors and Persuasion
- People often act automatically in certain situations due to instincts or learned associations.
- Many decisions and actions are influenced by cues we may not be conscious of.
- Persuasion uses both conscious and unconscious methods to shape behavior.
Principles of Persuasion (Cialdini)
- Social psychologist Robert Cialdini outlined six principles of persuasion; today covers three: liking, authority, and social proof.
- These principles help explain how relationships and respect affect our susceptibility to persuasion.
Principle 1: Liking
- We are more easily persuaded by people we like or prefer.
- Liking can be influenced by physical attractiveness (halo effect), similarity (homophily), compliments, and familiarity.
- Advertisers and organizations often use likable spokespeople to increase persuasive power.
- Awareness of the "liking" effect can help us recognize when our preferences bias our decisions.
Principle 2: Authority
- Authority combines expertise and power, making us more likely to defer to people with titles or status.
- Signals of authority include professional titles, uniforms, formal clothing, and expensive possessions.
- Not all authority is legitimate; it's important to verify credibility before accepting claims.
Principle 3: Social Proof
- Social proof is when we see others’ actions as indicating the correct behavior in uncertain situations.
- Examples include laugh tracks on TV or not helping if others do nothing.
- Social proof provides some guidance but should not be the sole basis for decisions.
Application Example: Save Our Scraps Campaign
- The SOS campaign uses liking, authority, and social proof to persuade communities to reduce food waste.
- Videos feature relatable community members (liking), respected business owners (authority), and teens who care (social proof).
Key Terms & Definitions
- Fixed Action Pattern — Instinctive, automatic behavioral sequence determined by genetics.
- Halo Effect — Bias where one positive trait leads us to assume other positive traits.
- Homophily — Tendency to associate with people similar to ourselves.
- Authority — Combination of expertise and legitimate power influencing compliance.
- Social Proof — Tendency to look to others' actions to decide appropriate behavior.
Action Items / Next Steps
- Review the remaining three principles of persuasion not covered in this lecture.
- Reflect on recent situations where you were unconsciously persuaded.
- Practice identifying when liking, authority, or social proof may be influencing your choices.