1. UNIT 8 CLARCCS: A Closer Look at Peripheral Cues

2. COMPARISON The Principle: We look at how others behave and decide how we should behave in a similar situation

3. Two Important Conditions 1. Uncertainty: We will be more likely to look to others for cues when uncertainty is high 2. Similarity: We are more likely to be influenced by those similar to us

4. The Lost Wallet (Horstein, Fisch, & Holmes, 1968) 1. Lost Wallet 2. Note by someone trying to return it - Envelope addressed to the owner 3. Results 4. Interpretation - Consensus vs. Similarity

5. Withdrawn Preschool Children (O’Connor, 1972) Emergency Victims (Darley & Latane’, 1968) 1. Apparent Emergency 2. When viewed by few people 3. When viewed by many people

6. LIKING The Principle: We are more likely to be persuaded by those we know and like

7. Factors Influencing Liking 1. Physical Attractiveness 2. Similarity 3. Familiarity (we like what we know) 4. Association ( the person may be associated with something we like)

8. World’s Greatest Car Salesman (Cialdini, 1993)

9. AUTHORITY The Principle: We tend to comply with authority figures

10. Authority Symbols 1. Titles 2. Clothing 3. Space

11. The Milgram Studies (1974)