The Science of Persuasion Sue Frantz February 20, 2004
The Science of Persuasion Sue Frantz February 20, 2004.
Dec 20, 2015
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The Science of Persuasion
Sue FrantzFebruary 20, 2004
Routes to Persuasion
Central Peripheral
• Reciprocity• Scarcity• Social Proof
• Liking• Authority• Commitment & Consistency
Motivated & Able Not Motivated or Not Able
Reciprocity
Reciprocity
Reciprocity
Reciprocity
Reciprocity
Routes to Persuasion
Central Peripheral
• Reciprocity• Scarcity• Social Proof
Motivated & Able Not Motivated or Not Able
• Liking• Authority• Commitment & Consistency
Commitment & Consistency
Commitment & Consistency
Commitment & Consistency
Commitment & Consistency
Commitment & Consistency
Commitment & Consistency
Commitment & Consistency
Routes to Persuasion
Central Peripheral
• Reciprocity• Scarcity• Social Proof
Motivated & Able Not Motivated or Not Able
• Liking• Authority• Commitment & Consistency
Social Proof
Social Proof
Social Proof
Routes to Persuasion
Central Peripheral
• Reciprocity• Scarcity• Social Proof
Motivated & Able Not Motivated or Not Able
• Liking• Authority• Commitment & Consistency
Liking
Farmer’s Insurance
Home DepotRed Robin
LikingPhysical Attractiveness
Verizon
LikingCompliments
Similarity
Liking
Routes to Persuasion
Central Peripheral
• Reciprocity• Scarcity• Social Proof
Motivated & Able Not Motivated or Not Able
• Liking• Authority• Commitment & Consistency
Authority
Authority
Authority
Authority
Authority
Authority
“Wilford Brimley, Actor, Liberty Spokesperson and Diabetes Customer”
Authority
AuthorityAdidas
Anna Kournikova David Beckham
Authority
Authority
Authority
Authority
Routes to Persuasion
Central Peripheral
• Reciprocity• Scarcity• Social Proof
Motivated & Able Not Motivated or Not Able
• Liking• Authority• Commitment & Consistency
Scarcity
Scarcity
Scarcity
Scarcity
Scarcity
Scarcity
Scarcity
Scarcity
Scarcity
Scarcity
Scarcity
Antiques Roadshow: 1930s Minor-League Baseball
Scarcity
Appraised at $10,000
Routes to Persuasion
Central Peripheral
• Reciprocity• Scarcity• Social Proof
• Liking• Authority• Commitment & Consistency
Further Reading
Cialdini, R. (2000). Influence: Science and Practice, 4th ed.
Pratkanis, A. and Aronson, E. (2001). Age of Propaganda: The Everyday Use and Abuse of Persuasion.
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