Social influence 2 how group influence works

Social influence   2 how group influence works

And now we’re on the second lecture of how
group influence works. Social impact theory says that influence depends on these three things; recency, argument strength and number of advocates. So let’s say you’re trying
to decide between these two dining room tables at IKEA. Well, if somebody tells you today
that they think that the oval table looks snazzier. That will have less influence
on you than if somebody tells you the day that you go to buy the table and they’re
with you let’s say when you go to look at these tables and they say ‘hey, the oval
table looks better.” You’ll be more persuaded by the more recent argument. You’ll also
be persuaded by strong arguments. This is Nate Berkus, a very famous interior designer
and if he told you “You know what, oval tables are really in these days,” that would
be more persuasive than just some random person telling you because then you’d be like “Nate
Berkus, really knows what he’s talking about.” So he’s going to give arguments that you
will perceive as being much stronger than some random person. Lastly, if three different
people say “Hey, oval tables, that’s what’s up,” you’re going to be more persuaded
than if just one person said oval tables were cool. So the more people that are advocating
for it, the more likely you will be persuaded. Now I want you to look at this picture and
see if people generally look like they’re getting it or if people look like they’re
confused. And my guess is that you probably were thinking that “yea, these people pretty
much look like they are getting it.” So now I’m going to explain what pluralistic
ignorance is. Pluralistic ignorance essentially occurs when everybody doesn’t want to look
like a fool. So I’ll give you a second to read the text and then I will carry on. Pluralistic ignorance happens all the time in classes which is why I am using this as an example.
So here is social psychology in your life for the hundred and seventeenth time already
this semester. So, when you are in class, you don’t want to look like an idiot. You
don’t want to be like “I really don’t know what’s going on,” so you don’t
make a face like you don’t know what’s going on and you don’t ask questions. So
then, you don’t get the answer. But what you don’t realize is that no on else knows
the answer either. So let’s give an example. So let’s say all these people are actually
confused. They don’t get what’s going on. But none of them wants to look like a
fool so they all have this look on their face like “Yea, OK, I’m getting it.” So let’s
say, we’ll look at this girl, and she takes a quick peak around, she’s like “Wow,
ya know, everyone else looks like they get it so I don’t want to be the one to raise
my hand and ask a question because I don’t want to look like the only moron in this class.”
And so she doesn’t ask the question and the teacher never knows that people don’t
get it and the teacher goes on but actually everybody in class is confused. So they all
experience pluralistic ignorance. They all don’t know what’s going on but none of
them want to say anything. They all look at each other and say “OK, well everybody else
looks like they get it. I don’t want to be the only one.” So nobody ask the question.
And so this is why in class I ask multiple times if there are any questions because I
am waiting for one person to be brave and speak up and say something because I know
that pluralistic ignorance can happen.

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