When hearing from a pop star
When hearing from a doctor
The Central Route!
The Periphial Route!
Social Exchange Theory
Theory of Planned Behavior
Informational Social Influence
Normative Social Influence
Private Acceptance; Public Compliance
Public Comliance; Private Acceptance
Situation is uncertain, When other people know what they are talking about, and when there is no need to respond quickly
Situation is Certain, Other people are Experts, there is a crisis
Situaion is Ambiguous, Other poeople are experts, there is a crisis
Strength, Hope, Respect
Strength, Immediacy(how close it is to you) , Number
Strength, Time line, Liking
Isolated, Highly cohesive, Ruled by directive leader who makes whishes known, under high stress, uses poor desision making skills
High Strung, not very cohesive, Ruled by directive leader who makes whishes known, under high stress, uses poor desision making skills
No pressure to conform
Invulnerability, belief in moral correctivess, self-censorship, direct pressure to conform, mind guards.
Remain Impartial, seek outside opinions, create subgroups, seek anonymous opinions.
stay within group in terms of opinions, create subgroups, seek anonymous opinions.