the science of persuasion sue frantz february 20, 2004
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![Page 1: The Science of Persuasion Sue Frantz February 20, 2004](https://reader035.vdocument.in/reader035/viewer/2022062320/56649d425503460f94a1e239/html5/thumbnails/1.jpg)
The Science of Persuasion
Sue FrantzFebruary 20, 2004
![Page 2: The Science of Persuasion Sue Frantz February 20, 2004](https://reader035.vdocument.in/reader035/viewer/2022062320/56649d425503460f94a1e239/html5/thumbnails/2.jpg)
Routes to Persuasion
Central Peripheral
• Reciprocity• Scarcity• Social Proof
• Liking• Authority• Commitment & Consistency
Motivated & Able Not Motivated or Not Able
![Page 3: The Science of Persuasion Sue Frantz February 20, 2004](https://reader035.vdocument.in/reader035/viewer/2022062320/56649d425503460f94a1e239/html5/thumbnails/3.jpg)
Reciprocity
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Reciprocity
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Reciprocity
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Reciprocity
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Reciprocity
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Routes to Persuasion
Central Peripheral
• Reciprocity• Scarcity• Social Proof
Motivated & Able Not Motivated or Not Able
• Liking• Authority• Commitment & Consistency
![Page 9: The Science of Persuasion Sue Frantz February 20, 2004](https://reader035.vdocument.in/reader035/viewer/2022062320/56649d425503460f94a1e239/html5/thumbnails/9.jpg)
Commitment & Consistency
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Commitment & Consistency
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Commitment & Consistency
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Commitment & Consistency
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Commitment & Consistency
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Commitment & Consistency
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Commitment & Consistency
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Routes to Persuasion
Central Peripheral
• Reciprocity• Scarcity• Social Proof
Motivated & Able Not Motivated or Not Able
• Liking• Authority• Commitment & Consistency
![Page 17: The Science of Persuasion Sue Frantz February 20, 2004](https://reader035.vdocument.in/reader035/viewer/2022062320/56649d425503460f94a1e239/html5/thumbnails/17.jpg)
Social Proof
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Social Proof
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Social Proof
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Routes to Persuasion
Central Peripheral
• Reciprocity• Scarcity• Social Proof
Motivated & Able Not Motivated or Not Able
• Liking• Authority• Commitment & Consistency
![Page 21: The Science of Persuasion Sue Frantz February 20, 2004](https://reader035.vdocument.in/reader035/viewer/2022062320/56649d425503460f94a1e239/html5/thumbnails/21.jpg)
Liking
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Farmer’s Insurance
Home DepotRed Robin
LikingPhysical Attractiveness
Verizon
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LikingCompliments
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Similarity
Liking
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Routes to Persuasion
Central Peripheral
• Reciprocity• Scarcity• Social Proof
Motivated & Able Not Motivated or Not Able
• Liking• Authority• Commitment & Consistency
![Page 26: The Science of Persuasion Sue Frantz February 20, 2004](https://reader035.vdocument.in/reader035/viewer/2022062320/56649d425503460f94a1e239/html5/thumbnails/26.jpg)
Authority
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Authority
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Authority
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Authority
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Authority
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Authority
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“Wilford Brimley, Actor, Liberty Spokesperson and Diabetes Customer”
Authority
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AuthorityAdidas
Anna Kournikova David Beckham
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Authority
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Authority
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Authority
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Authority
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Routes to Persuasion
Central Peripheral
• Reciprocity• Scarcity• Social Proof
Motivated & Able Not Motivated or Not Able
• Liking• Authority• Commitment & Consistency
![Page 39: The Science of Persuasion Sue Frantz February 20, 2004](https://reader035.vdocument.in/reader035/viewer/2022062320/56649d425503460f94a1e239/html5/thumbnails/39.jpg)
Scarcity
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Scarcity
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Scarcity
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Scarcity
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Scarcity
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Scarcity
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Scarcity
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Scarcity
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Scarcity
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Scarcity
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Scarcity
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Antiques Roadshow: 1930s Minor-League Baseball
Scarcity
Appraised at $10,000
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Routes to Persuasion
Central Peripheral
• Reciprocity• Scarcity• Social Proof
• Liking• Authority• Commitment & Consistency
![Page 52: The Science of Persuasion Sue Frantz February 20, 2004](https://reader035.vdocument.in/reader035/viewer/2022062320/56649d425503460f94a1e239/html5/thumbnails/52.jpg)
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.