"The Role of Social Factors in Behavior Change"

In another talk from the B. F. Skinner Lecture Series at the ABA International 2009 Annual Conference, Dr. Robert B. Cialdini Professor of Psychology and Marketing at Arizona State University, will be lecturing on the powerful influence of social norms on human behavior.


These social norms are of three types:

• Injunctive: perceptions of what people ought to do,
• Descriptive: perceptions of what "most" people do,
• Personal: internalized values and expectations.

Not considering the research on social norms can lead to non-persuasive messages, resulting in negative or paradoxical outcomes--e.g., messages emphasizing destruction by people in the petrified forest and stating strict penalties, leading to a significant increase in destruction. Conversely, skillful application of social norm types can result in change not obtainable previously--e.g., messages framed as descriptive norms, "most of our guests reuse their towels" led to the desired behavior change not obtainable by appeals to the environment and the welfare of future generations.

(AUDIO) The Science of Getting A 'Yes' [22:16]
Talk of the Nation, National Public Radio, August 22, 2008 ·
Is persuasion an art or a science? We talk to Robert Cialdini, a social psychologist, who thinks a little psychology can improve your shot at getting what you want. Cialdini is one of the authors of Yes!: 50 Scientifically Proven Ways to Be Persuasive.

Other influences on our susceptibility to persuasion identified through Dr. Cialdini's research are,

• Reciprocity: To repay in kind; increased likelihood to go out of your way for someone who has done so for you.
  Subcategory: Concession--More like to demonstrate assent if a a compromise or concession on a demand is made.
• Commitment and Consistency: Once having made a committed choice or decision, even if very small, there is a stronger tendency to continue with that commitment. Also demonstrating commitment and consistency indicates trustworthiness to others.
  
• Social proof/validation: Validation or influence to take a certain action or choice because it is perceived that most others are doing the same. Get enough people in agreement and the remaining will tend to agree.
  
• Liking: A tendency to agree with requests from those we like, with "likeability" influenced by appearance, familiarity, providing positive social feedback.
• Authority: A sense of duty to those perceived in command.
• Scarcity: Opportunity is perceived as valuable because rare or about to become so; things in limited supply are more desirable.
  

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#346 B. F. Skinner Lecture Series
5/25/2009
9:00 a.m. - 9:50 a.m.
West 301 AB
CBM; Applied Behavior Analysis
The Role of Social Factors in Behavior Change
Chair: Ann Branstetter (Missouri State University)
ROBERT B. CIALDINI (Arizona State University )

Abstract:

Social norms, which refer to what most people do (descriptive social norms) and what most people approve (injunctive social norms), are remarkably powerful in directing human action. Equally remarkable is how little note people take of this power at two critical decision points: when, as observers they decide how to interpret the causes of their own actions and when, as communicators they decide how to influence the actions of others. Studies in several environmental contexts (e.g., home energy conservation, household recycling, hotel conservation efforts) show that persuasive communications that employ social norms-based appeals for desirable behavior are superior to those that employ traditional appeals.

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For further reading

Website of Robert Cialdini, bio, research interests, publications

R.B. Cialdini - Harvard Business Review, 2001 - naph.org
Harnessing the Science of Persuasion

Cialdini, R.B. (2003 ) Crafting normative messages to protect the environment. Current Directions in Psychological Science 12 (4), 105 - 109.
DOI: 10.1111/1467-8721.01242

Cialdini, R.B. (Jan., 2004). The Science of Persuasion. Scientific American Mind

Cialdini, R. B. (2008 ). Influence: Science and Practice, 5th Ed., Boston: Allyn & Bacon.

Goldstein, N.J., Martin, S. J., & Cialdini, R. B. (2008). YES! 50 Scientifically Proven Ways to be Persuasive, New York, NY: Free Press.
Appeared on the New York Times, Wall Street Journal, and USA Today best seller lists.

"Joe Torre and the Power of Persuasion", October 22, 2007
Scientific American 60 second podcast and article.

Redelmeier, D. A., & Cialdini, R.B. (2002). Problems for clinical judgement: 5. Principles of influence in medical practice. Canadian Medical Association Journal, 166(13)
Online Article, retrieved May3, 2009.
http://www.ecmaj.com/cgi/content/full/166/13/1680

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"The Role of Social Factors in Behavior Change"