social

• What are social norms?

  Unwritten rules about proper behavior
• Why do people conform to social norms?

  To fit in and be accepted by others
• How are social norms exploited in advertising?

  By appealing to conformity and group membership
• What is normative social influence (NSI)?

  Influence to be liked and accepted
• What did Deatson and Gerard (1995) find about acceptance by others?

  It is a powerful resource for individuals
• What does normative social influence lead to?

  Compliance in public behavior changes
• What is social proof?

  Influence from observing others' behaviors
• How does the number of people agreeing affect influence?

  More agreement leads to greater influence
• What did Cialdini (1984) suggest about uncertain situations?

  People look to others for social proof
• What is the bandwagon effect?

  Tendency to do something because others do
• How does the bandwagon effect manipulate consumer behavior?

  It stimulates demand for previously unpopular products
• What illusion does the bandwagon effect create?

  That a product or behavior is already popular