Social Influence

1. SOCIAL INFLUENCE – Changing Minds
- Arti Vadnerkar

2. Definition
Social Influence states that our behaviour is
intentionally or unintentionally influenced by
others.
Major factors affecting social influence:
 Conformity
 Compliance
 Obedience

3. Factors Affecting Social Influence
 Conformity
The need to belong causes individuals to conform.
 Compliance
Getting people to say ‘yes’ to a request.
 Obedience
Part of conformity that involves obeying authority
figures.

4. Solomon Asch’s
Experiment
Which of the lines on the left most closely
matches line A on the right?
What would you say if
you were in a group of
6 others, and all
agreed the answer
was 3?
1 2 3 A
4

5. Techniques
 Foot in the Door (FID)
Small request is made first, followed by larger
request.

6. Techniques
 Foot in the Door (FID)
Small request is made first, followed by larger
request.
Hmm…
Ok
Mom, can I go
and play with
my friend?
Small
Request

7. Techniques
 Foot in the Door (FID)
Small request is made first, followed by larger
request.
Alright.
And can I stay
at his place?
Large
Request

8.  Bait and Switch
Custome
r
Bait

9.  Bait and Switch
Custome
r
Switch
Bait
Buy
some
other
product

10.  Bait and Switch
Wow!!
Bait Car Sale

11.  Bait and Switch

12.  Bait and Switch

13.  Bait and Switch
Switch

14.  That’s Not All
Offer a product and then slowly add the
increments/discounts, free products.

15.  That’s Not All
Offer a product and then slowly add the
increments/discounts, free products.

16.  That’s Not All
Offer a product and then slowly add the
increments/discounts, free products.

17.  That’s Not All
Offer a product and then slowly add the
increments/discounts, free products.

18.  That’s Not All
Offer a product and then slowly add the
increments/discounts, free products.

19.  Door in the Face (DTF)
Getting a ‘No’ first and then a ‘Yes’.

20.  Door in the Face (DTF)
Getting a ‘No’ first and then a ‘Yes’.
Hey.. Can you
donate Rs.
500?
No dude.
That’s too
much.
NO

21.  Door in the Face (DTF)
Getting a ‘No’ first and then a ‘Yes’.
At least 100
YES
bucks. Hmm.. Ok.

22.  Know More….