The Science of Persuasion Sue Frantz February 20, 2004

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.