Persuasion: So Easily Fooled[Instructor Name]

[Class and Section Number]

Overview

• Persuasion Overview• Source of Persuasion – Triad of

Trustworthiness• Manipulating Perceptions of Trustworthiness• Other Tricks of Persuasion• Defending Against Persuasion

Persuasion Overview

Persuasion - The process by which a message induces change in beliefs, attitudes, or behaviors.

Persuasion Overview

Central Peripheral

Persuasion Overview

Fixed Action Patterns (FAPs) – Sequences of behavior that occur in exactly the same fashion, in exactly the same order, every time they’re elicited.

Trigger phrases“for a good cause”“because . . .”

Overview

• Persuasion Overview• Source of Persuasion – Triad of

Trustworthiness• Manipulating Perceptions of Trustworthiness• Other Tricks of Persuasion• Defending Against Persuasion

Sources of Persuasion

Sources of Persuasion: Authority

Sources of Persuasion: Honesty

Sources of Persuasion: Likeability

Overview

• Persuasion Overview• Source of Persuasion – Triad of

Trustworthiness• Manipulating Perceptions of Trustworthiness• Other Tricks of Persuasion• Defending Against Persuasion

Manipulating Perceptions of Trustworthiness

Testimonials and Endorsements

Presenting the message as education

“Word of Mouth”

The Maven

Testimonials and Celebrity Endorsements

Presenting the Message as Education

“I’m not a salesman. I’m a product consultant.”

Word of Mouth

70% 91%

The Maven

Overview

• Persuasion Overview• Source of Persuasion – Triad of

Trustworthiness• Manipulating Perceptions of Trustworthiness• Other Tricks of Persuasion• Defending Against Persuasion

Other Tricks of Persuasion

“Free Gifts” & Reciprocity

Social Proof

Getting a Foot-in-the-Door

A Door-in-the-Face

“And That’s Not All”

The Sunk Cost Trap

Scarcity & Psychological Reactance

Reciprocity

Reciprocity: We feel compelled to repay what another person has given us.

Social Proof

Commitment and Consistency

Foot-in-the-door: An initial difficult-to-refuse “small request” leads to progressively larger requests (that were the target from the beginning).

A Door in the Face

Reject → Compromise

Would you complete a two-hour survey?

What about just a 15-minute “important” portion of that survey?

No!

And That’s Not All

High Price

Pause

Lower PriceOR

Bonus Product

The Sunk Cost Trap

Sunk Cost: Unrecoverable investments of money and time.

ExamplesMovie ticket scenario

Scarcity

Scarcity: The degree to which something is limited or may become unavailable.

Psychological Reactance

Psychological Reactance: The tendency to assert our freedom when we feel others are attempting to control us.

Overview

• Persuasion Overview• Source of Persuasion – Triad of

Trustworthiness• Manipulating Perceptions of Trustworthiness• Other Tricks of Persuasion• Defending Against Persuasion

Defending Against Persuasion

Inoculation: Weak versions of persuasive messages “inoculate” individuals, making them less vulnerable to stronger versions.

Stinging: Immediately drawing an individual’s attention to the way they have been persuaded.

Photo Attribution

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