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Basking in reflected glory
Conveying power
Wish to associate with powerful people
Self Presentation
Process of controlling how people see you
Why we self present
To gain resources, to help construct self image and enable social encounters
We focus on self presentation when
we think others are paying attention and their perception is different than we desire
We appear likable by
expressing liking for others, smiling and other nonverbal cues
We appear competent by:
staging performances, claiming competence, excusing failures, self handicapping
Competence Motivation
People with high competence motivation are very worried as to how people perceive them, shy are not
What is Persuasion
A change in attitude or belief resulting from a message
After only design
Only checking afterwords, not before
Cognitive response model
it is not what has been said, but how the individual talks to himself about it that matters
Dual Model of persuasion
High or low on cognition, if low take periphiral route, if high, then central
Inoculation procedure-
increasing resistance to argument by first giving weak argument
Dual Model of persuasion
If ability and motivation is high central if low periphiral
Spotlight effect 
More attention perceived than existed in reality
3 short cuts for accuracy
Credibility of communicator?
Others response
Primed ideas
Moods impact on accuracy
More accurate
Difference in wish for accuracy before and after decision has been made
Wish for accuracy way larger before than after
Effect of expert on accuracy
People tend to rely on experts, if expert is presented complexly
Consistency principle 
People wish for their attitudes to be consistent with each other
Balance theory
We want to agree with people we like
Associate good things with people we like
Vice versa
Cognitive Dissonance 
Unpleasantness caused by inconsistency between mental state and behavior
Counterattitudinal Action
Action inconsistent with attitude
Low preference for consistency
person will be less affected by fundimental attribution error
Elaboration Likelihood model
Basis of Dual process model
Postdecisonal Dissonance
Conflict felt about a decision that could be wrong
Impression motivation
Motivation to achieve approval by making a good impression on others
Effect of self monitoring on adverts
high self monitors more effected by central route
Social Influence
Change in Overt behavior caused by real or imagined pressure from others
3 categories of social influence
Conformity
Compliance
Obedience
Foot in the door
small request followed by large request
6 Influence Heuristics
Reciprocation Commitment/consistency Authority Social validation Scarcity Liking/friendship
People yield to social influence to
choose correctly
Gain social approval
be consistent with commitments
When Uncertain
we rely on info from others (Sherif)
Descriptive norms
define behavior typically performed
Injunctive Norm
Behavior usually approved or disapproved
Norm of Reciprocity/Thats not all
people feel like a favor deserves another
Low Ball Technique 
Add extra cost after deal sealed
Bait and switch
advertize then try to get to buy better
Labeling
Youre a nice person, forces niceness
Reactance Theory 
we reacts against threats to freedom by accerting those freedoms
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