The Science of Persuasion Sue Frantz February 20, 2004.

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Presentation transcript:

The Science of Persuasion Sue Frantz February 20, 2004

Routes to Persuasion Central Peripheral Reciprocity Scarcity Social Proof Liking Authority Commitment & Consistency Motivated & AbleNot Motivated or Not Able

Reciprocity

Routes to Persuasion CentralPeripheral Reciprocity Scarcity Social Proof Motivated & AbleNot Motivated or Not Able Liking Authority Commitment & Consistency

Routes to Persuasion CentralPeripheral Reciprocity Scarcity Social Proof Motivated & AbleNot Motivated or Not Able Liking Authority Commitment & Consistency

Social Proof

Routes to Persuasion CentralPeripheral Reciprocity Scarcity Social Proof Motivated & AbleNot Motivated or Not Able Liking Authority Commitment & Consistency

Liking

Farmer’s Insurance Home Depot Red Robin Liking Physical Attractiveness Verizon

Liking Compliments

Similarity Liking

Routes to Persuasion CentralPeripheral Reciprocity Scarcity Social Proof Motivated & AbleNot Motivated or Not Able Liking Authority Commitment & Consistency

Authority

“Wilford Brimley, Actor, Liberty Spokesperson and Diabetes Customer” Authority

Adidas Anna KournikovaDavid Beckham

Authority

Routes to Persuasion CentralPeripheral Reciprocity Scarcity Social Proof Motivated & AbleNot Motivated or Not Able Liking Authority Commitment & Consistency

Scarcity

Antiques Roadshow: 1930s Minor-League Baseball Scarcity Appraised at $10,000

Routes to Persuasion CentralPeripheral Reciprocity Scarcity Social Proof Liking Authority Commitment & Consistency

Further Reading Cialdini, R. (2000). Influence: Science and Practice, 4 th ed. Pratkanis, A. and Aronson, E. (2001). Age of Propaganda: The Everyday Use and Abuse of Persuasion.