Related Experiment Video
Updated: Jun 8, 2026
14:02
Measuring Engagement of Spectators of Social Digital Games
Published on: July 3, 2021
Abstract:
The past couple of months have seen Australia gripped by election fever, with political parties and advocacy groups jostling to capture as many potential voters as possible. One factor of interest in an otherwise bland election campaign was the emergence of internet based social media tools, such as Facebook, twitter, text messaging, email advocacy, and online videos such as YouTube, as new ways of reaching out to voters like never before.
Related Concept Videos
02:20Routes of Persuasion
Persuasion is the process of changing our attitude toward something based on some kind of communication. Much of the persuasion we experience comes from outside forces. How do people convince others to change their attitudes, beliefs, and behaviors? What communications do you receive that attempt to persuade you to change your attitudes, beliefs, and behaviors?
01:52Persuasion Strategies
Researchers have tested many persuasion strategies, including the foot-in-the door and the door-in-the-face techniques, in a variety of contexts. Ultimately, the principles are effective in selling products and changing people’s attitude, ideas, and behaviors (Cialdini & Goldstein, 2004).
01:01Group Polarization
Group polarization is the strengthening of an original group attitude following the discussion of views within a group (Teger & Pruitt, 1967). That is, if a group initially favors a viewpoint, after discussion the group consensus is likely a stronger endorsement of the viewpoint. Conversely, if the group was initially opposed to a viewpoint, group discussion would likely lead to stronger opposition.
00:52Social Proof
Social proof is a form of persuasion based on comparison and conformity. People compare their behavior and actions to what others are doing and will change to conform to do what their peers do.
01:29Impression Management Techniques II: Ingratiation
Ingratiation refers to deliberate behaviors aimed at increasing one’s attractiveness or likability to a target person, often for strategic interpersonal or social gain. This set of impression management tactics is especially prevalent in hierarchical contexts, where influencing someone with greater power or authority can yield significant benefits. Several distinct ingratiation strategies have been identified, each leveraging psychological cues to foster favor and affiliation.Opinion...
01:29Impression Management Techniques III: Aligning Actions
Aligning actions are communicative strategies individuals employ to maintain social harmony and preserve personal identity in the face of potential disruptions to social norms. These actions are particularly important in managing social impressions when one's behavior might be seen as inappropriate, incompetent, or morally questionable.Types of Aligning ActionsThe three principal types of aligning actions are disclaimers, accounts, and apologies.DisclaimersDisclaimers are preventive; they are...