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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


The science of persuasion

Central

Peripheral

Routes to Persuasion

Motivated & Able

Not Motivated or Not Able

  • Reciprocity

  • Scarcity

  • Social Proof

  • Liking

  • Authority

  • Commitment & Consistency







The science of persuasion

Routes to Persuasion

Central

Peripheral

Motivated & Able

Not Motivated or Not Able

  • Reciprocity

  • Scarcity

  • Social Proof

  • Liking

  • Authority

  • Commitment & Consistency









The science of persuasion

Routes to Persuasion

Central

Peripheral

Motivated & Able

Not Motivated or Not Able

  • Reciprocity

  • Scarcity

  • Social Proof

  • Liking

  • Authority

  • Commitment & Consistency





The science of persuasion

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


The science of persuasion

Routes to Persuasion

Central

Peripheral

Motivated & Able

Not Motivated or Not Able

  • Reciprocity

  • Scarcity

  • Social Proof

  • Liking

  • Authority

  • Commitment & Consistency








The science of persuasion

Authority

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


The science of persuasion

Authority

Anna Kournikova

David Beckham

Adidas






The science of persuasion

Routes to Persuasion

Central

Peripheral

Motivated & Able

Not Motivated or Not Able

  • Reciprocity

  • Scarcity

  • Social Proof

  • Liking

  • Authority

  • Commitment & Consistency













The science of persuasion

Scarcity

Antiques Roadshow: 1930s Minor-League Baseball

Appraised at $10,000


The science of persuasion

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.