Persuasion: So Easily Fooled [Instructor Name] [Class and Section Number]

Overview Persuasion Overview Source of Persuasion – Triad of Trustworthiness Manipulating Perceptions of Trustworthiness Other Tricks of Persuasion Defending Against Persuasion

Persuasion Overview Persuasion - The process by which a message induces change in beliefs, attitudes, or behaviors.

Persuasion Overview CentralPeripheral

Persuasion Overview Fixed Action Patterns (FAPs) – Sequences of behavior that occur in exactly the same fashion, in exactly the same order, every time they’re elicited. Trigger phrases  “for a good cause”  “because...”

Overview Persuasion Overview Source of Persuasion – Triad of Trustworthiness Manipulating Perceptions of Trustworthiness Other Tricks of Persuasion Defending Against Persuasion

Sources of Persuasion

Sources of Persuasion: Authority

Sources of Persuasion: Honesty

Sources of Persuasion: Likeability

Overview Persuasion Overview Source of Persuasion – Triad of Trustworthiness Manipulating Perceptions of Trustworthiness Other Tricks of Persuasion Defending Against Persuasion

Manipulating Perceptions of Trustworthiness  Testimonials and Endorsements  Presenting the message as education  “Word of Mouth”  The Maven

Testimonials and Celebrity Endorsements

Presenting the Message as Education “I’m not a salesman. I’m a product consultant.”

Word of Mouth 70%91%

The Maven

Overview Persuasion Overview Source of Persuasion – Triad of Trustworthiness Manipulating Perceptions of Trustworthiness Other Tricks of Persuasion Defending Against Persuasion

Other Tricks of Persuasion  “Free Gifts” & Reciprocity  Social Proof  Getting a Foot-in-the-Door  A Door-in-the-Face  “And That’s Not All”  The Sunk Cost Trap  Scarcity & Psychological Reactance

Reciprocity Reciprocity: We feel compelled to repay what another person has given us.

Social Proof

Commitment and Consistency Foot-in-the-door: An initial difficult-to-refuse “small request” leads to progressively larger requests (that were the target from the beginning).

A Door in the Face Reject → Compromise  Would you complete a two-hour survey?  What about just a 15- minute “important” portion of that survey? No!

And That’s Not All High Price Pause Lower Price OR Bonus Product

The Sunk Cost Trap Sunk Cost: Unrecoverable investments of money and time.  Examples  Movie ticket scenario

Scarcity Scarcity: The degree to which something is limited or may become unavailable.

Psychological Reactance Psychological Reactance: The tendency to assert our freedom when we feel others are attempting to control us.

Overview Persuasion Overview Source of Persuasion – Triad of Trustworthiness Manipulating Perceptions of Trustworthiness Other Tricks of Persuasion Defending Against Persuasion

Inoculation: Weak versions of persuasive messages “inoculate” individuals, making them less vulnerable to stronger versions. Stinging: Immediately drawing an individual’s attention to the way they have been persuaded.

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