2. The Science of Persuasion Sue Frantz February 20, 2004

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

4. Reciprocity

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

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

18. Social Proof

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

22. Liking

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

24. Liking Compliments

25. Similarity Liking

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

27. Authority

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

34. Adidas Anna KournikovaDavid Beckham

35. Authority

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

40. Scarcity

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

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

53. 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.