 Ways
in which individuals are influenced
to comply with the demands or desire of
others.
 Authority: people
comply more often
with those in positions of the same
authority.
• Ex. If a brand is associated with a celebrity.
 Once
people have agreed to something
either by behaviour or statement of
belief, they are likely to comply with
similar requests.
 Getting
someone to commit to something
small and persuading them to agree to
something larger.
• Ex. People on street corners are asked to sign
a petition.
• Study by Dickerson et Al.
 Wanted to see if they could get students to conserve
water, Made them make a commitment and they took
shorter and fewer showers.
 Low-ball
technique refers to a strategy to
gain compliance by making a very
attractive initial offer to get a person to
agree to an action and then making terms
less favorable. It refers to a tactic for
getting people to agree to something.
People who agree to an initial request
will often still comply when the requester
ups the ante.
With
reference to research,
explain Social Learning Theory
and evaluate SLT as an
explanation of human behaviour.
Use specific examples whenever
possible.
 SLT
involves both behavioral and
cognitive explanations for human
behaviour. SLT is based on the research
of Albert Bandura in his famous Bobo
Doll experiment in which children were
able to observe an adult model exhibit
aggressive behaviour against a Bobo
Doll, and, when subjected to a frustrating
situation were able to replicate both the
physical and verbal aggression
displayed by the model.
Attention
Retention
Reproduction
Motivation
 Students
who had high levels of selfefficacy (their belief that they could
replicate a behaviour more successfully)
were more motivated to perform
modeled behaviour whereas individuals
with low self-efficacy would NOT likely
replicate the modeled behaviour.
 Self-Efficacy: our belief in our ability to
succeed in certain situations.
 Critics
of Bandura say that the aggression
performed in the Bobo Doll experiment
was not realistic or typical of aggression
children would normally exhibit and that
the children were responding to the
demand characteristics of the
experiment in exhibiting the aggression.