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The Science of Persuasion. Sue Frantz February 20, 2004. Central. Peripheral. Routes to Persuasion. Motivated & Able. Not Motivated or Not Able. Reciprocity Scarcity Social Proof. Liking Authority Commitment & Consistency. Reciprocity. Reciprocity. Reciprocity. Reciprocity.

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The science of persuasion

The Science of Persuasion

Sue Frantz

February 20, 2004


Central

Peripheral

Routes to Persuasion

Motivated & Able

Not Motivated or Not Able

  • Reciprocity

  • Scarcity

  • Social Proof

  • Liking

  • Authority

  • Commitment & Consistency







Routes to Persuasion

Central

Peripheral

Motivated & Able

Not Motivated or Not Able

  • Reciprocity

  • Scarcity

  • Social Proof

  • Liking

  • Authority

  • Commitment & Consistency









Routes to Persuasion

Central

Peripheral

Motivated & Able

Not Motivated or Not Able

  • Reciprocity

  • Scarcity

  • Social Proof

  • Liking

  • Authority

  • Commitment & Consistency





Routes to Persuasion

Central

Peripheral

Motivated & Able

Not Motivated or Not Able

  • Reciprocity

  • Scarcity

  • Social Proof

  • Liking

  • Authority

  • Commitment & Consistency



Liking

Home Depot

Red Robin

Farmer’s Insurance

Verizon

Liking

Physical Attractiveness


Liking1
Liking

Compliments


Liking2
Liking

Similarity


Routes to Persuasion

Central

Peripheral

Motivated & Able

Not Motivated or Not Able

  • Reciprocity

  • Scarcity

  • Social Proof

  • Liking

  • Authority

  • Commitment & Consistency








Authority

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


Authority

Anna Kournikova

David Beckham

Adidas






Routes to Persuasion

Central

Peripheral

Motivated & Able

Not Motivated or Not Able

  • Reciprocity

  • Scarcity

  • Social Proof

  • Liking

  • Authority

  • Commitment & Consistency













Scarcity

Antiques Roadshow: 1930s Minor-League Baseball

Appraised at $10,000


Routes to Persuasion

Central

Peripheral

  • Reciprocity

  • Scarcity

  • Social Proof

  • Liking

  • Authority

  • Commitment & Consistency


Further reading
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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