Advanced

Politik & övertalning: utifrån Cialdini's principer om sociala bevis och auktoritet.

Bengtsson, Kajsa LU and Noréen, Elin LU (2017) PSYK11 20171
Department of Psychology
Abstract (Swedish)
Ingen tidigare forskning inom politiska marknadsföring har använt sig av Cialdinis sex principer för påverkan. Den föreliggande studiens syfte var således att undersöka två av Cialdinis principer för påverkan och dess effektivitet inom politisk marknadsföring. Vidare var syftet att se vilka faktorer som avgjorde om deltagarna blev påverkade eller inte av två olika politiska texter. Frågeställningarna som studien utgick ifrån var följande: Vilken av de två principerna för påverkan, auktoritet och sociala bevis var mest effektiv i en politisk text för att locka potentiella väljare? Vilken faktor påverkade mest hur övertygad deltagarna blev av texterna? Detta undersöktes med hjälp av en webbenkät som bestod av två olika politiska texter följt... (More)
Ingen tidigare forskning inom politiska marknadsföring har använt sig av Cialdinis sex principer för påverkan. Den föreliggande studiens syfte var således att undersöka två av Cialdinis principer för påverkan och dess effektivitet inom politisk marknadsföring. Vidare var syftet att se vilka faktorer som avgjorde om deltagarna blev påverkade eller inte av två olika politiska texter. Frågeställningarna som studien utgick ifrån var följande: Vilken av de två principerna för påverkan, auktoritet och sociala bevis var mest effektiv i en politisk text för att locka potentiella väljare? Vilken faktor påverkade mest hur övertygad deltagarna blev av texterna? Detta undersöktes med hjälp av en webbenkät som bestod av två olika politiska texter följt av 17 frågor. Respondenterna (N=164) var mellan 20–70 år och dominerades av det kvinnliga könet (77,4 %). Resultatet visade att det inte fanns en signifikant skillnad mellan vilken text respondenterna föredrog. Vidare visade det sig att respondenterna tolkade den populistiska texten som att den representerade en vänsterideologi. Resultaten visade även att faktorn som påverkade hur övertygade respondenterna blev av texterna skilde sig åt för respektive text. Studiens slutsats var att det inte fanns en signifikant skillnad mellan vilken av de två texterna som respondenterna valt att rösta på. Men det fanns svaga tendenser till att expertis fungerade bättre än sociala bevis för att locka potentiella väljare. (Less)
Abstract
Within the field of political marketing there has not been any research that combined Cialdini’s six principles of influence with political marketing. The aim of the study was therefore to investigate two of Cialdini’s six principles of influence and its effectiveness within political marketing. Furthermore, the aim was to investigate which factor determined if the participants became convinced or not by two different political texts. The research questions the study was based on is the following: Which one of Cialdini’s two principles of influence, authority and social proof was the most effective in a political text to attract potential voters? Which factor affected most how convinced the participants became of the political texts? This... (More)
Within the field of political marketing there has not been any research that combined Cialdini’s six principles of influence with political marketing. The aim of the study was therefore to investigate two of Cialdini’s six principles of influence and its effectiveness within political marketing. Furthermore, the aim was to investigate which factor determined if the participants became convinced or not by two different political texts. The research questions the study was based on is the following: Which one of Cialdini’s two principles of influence, authority and social proof was the most effective in a political text to attract potential voters? Which factor affected most how convinced the participants became of the political texts? This was investigated throughout a web based questionnaire which consisted of two political texts and 17 questions. The participants (N= 164) age varied from 20-70 years and was dominated by the female sex (77,4 %). The results showed that there was no significant difference between which text the participants preferred. Furthermore, it showed that the participants had interpreted the populistic text as a left winged text. The results as well showed that the factor influencing how convinced respondents became of the texts differed for each text. The study's conclusion was that there was no significant difference between which of the two texts the participants choose to vote for. But there were some small tendencies that expertise served better than social proof to convince potential voters. (Less)
Please use this url to cite or link to this publication:
author
Bengtsson, Kajsa LU and Noréen, Elin LU
supervisor
organization
course
PSYK11 20171
year
type
M2 - Bachelor Degree
subject
keywords
Cialdini, sociala bevis, auktoritet, påverkan, politik, populism, elaboration likelihood model, framing
language
Swedish
id
8909847
date added to LUP
2017-06-07 09:09:50
date last changed
2017-06-07 09:09:50
@misc{8909847,
  abstract     = {Within the field of political marketing there has not been any research that combined Cialdini’s six principles of influence with political marketing. The aim of the study was therefore to investigate two of Cialdini’s six principles of influence and its effectiveness within political marketing. Furthermore, the aim was to investigate which factor determined if the participants became convinced or not by two different political texts. The research questions the study was based on is the following: Which one of Cialdini’s two principles of influence, authority and social proof was the most effective in a political text to attract potential voters? Which factor affected most how convinced the participants became of the political texts? This was investigated throughout a web based questionnaire which consisted of two political texts and 17 questions. The participants (N= 164) age varied from 20-70 years and was dominated by the female sex (77,4 %). The results showed that there was no significant difference between which text the participants preferred. Furthermore, it showed that the participants had interpreted the populistic text as a left winged text. The results as well showed that the factor influencing how convinced respondents became of the texts differed for each text. The study's conclusion was that there was no significant difference between which of the two texts the participants choose to vote for. But there were some small tendencies that expertise served better than social proof to convince potential voters.},
  author       = {Bengtsson, Kajsa and Noréen, Elin},
  keyword      = {Cialdini,sociala bevis,auktoritet,påverkan,politik,populism,elaboration likelihood model,framing},
  language     = {swe},
  note         = {Student Paper},
  title        = {Politik & övertalning: utifrån Cialdini's principer om sociala bevis och auktoritet.},
  year         = {2017},
}