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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

slide2

Central

Peripheral

Routes to Persuasion

Motivated & Able

Not Motivated or Not Able

  • Reciprocity
  • Scarcity
  • Social Proof
  • Liking
  • Authority
  • Commitment & Consistency
slide8

Routes to Persuasion

Central

Peripheral

Motivated & Able

Not Motivated or Not Able

  • Reciprocity
  • Scarcity
  • Social Proof
  • Liking
  • Authority
  • Commitment & Consistency
slide16

Routes to Persuasion

Central

Peripheral

Motivated & Able

Not Motivated or Not Able

  • Reciprocity
  • Scarcity
  • Social Proof
  • Liking
  • Authority
  • Commitment & Consistency
slide20

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

slide25

Routes to Persuasion

Central

Peripheral

Motivated & Able

Not Motivated or Not Able

  • Reciprocity
  • Scarcity
  • Social Proof
  • Liking
  • Authority
  • Commitment & Consistency
slide32

Authority

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

slide33

Authority

Anna Kournikova

David Beckham

Adidas

slide38

Routes to Persuasion

Central

Peripheral

Motivated & Able

Not Motivated or Not Able

  • Reciprocity
  • Scarcity
  • Social Proof
  • Liking
  • Authority
  • Commitment & Consistency
slide50

Scarcity

Antiques Roadshow: 1930s Minor-League Baseball

Appraised at $10,000

slide51

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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