 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 self efficacy (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.