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The Science of Persuasion

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

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  1. The Science of Persuasion Sue Frantz February 20, 2004

  2. Central Peripheral Routes to Persuasion Motivated & Able Not Motivated or Not Able • Reciprocity • Scarcity • Social Proof • Liking • Authority • Commitment & Consistency

  3. Reciprocity

  4. Reciprocity

  5. Reciprocity

  6. Reciprocity

  7. Reciprocity

  8. Routes to Persuasion Central Peripheral Motivated & Able Not Motivated or Not Able • Reciprocity • Scarcity • Social Proof • Liking • Authority • Commitment & Consistency

  9. Commitment & Consistency

  10. Commitment & Consistency

  11. Commitment & Consistency

  12. Commitment & Consistency

  13. Commitment & Consistency

  14. Commitment & Consistency

  15. Commitment & Consistency

  16. Routes to Persuasion Central Peripheral Motivated & Able Not Motivated or Not Able • Reciprocity • Scarcity • Social Proof • Liking • Authority • Commitment & Consistency

  17. Social Proof

  18. Social Proof

  19. Social Proof

  20. Routes to Persuasion Central Peripheral Motivated & Able Not Motivated or Not Able • Reciprocity • Scarcity • Social Proof • Liking • Authority • Commitment & Consistency

  21. Liking

  22. Home Depot Red Robin Farmer’s Insurance Verizon Liking Physical Attractiveness

  23. Liking Compliments

  24. Liking Similarity

  25. Routes to Persuasion Central Peripheral Motivated & Able Not Motivated or Not Able • Reciprocity • Scarcity • Social Proof • Liking • Authority • Commitment & Consistency

  26. Authority

  27. Authority

  28. Authority

  29. Authority

  30. Authority

  31. Authority

  32. Authority “Wilford Brimley, Actor, Liberty Spokesperson and Diabetes Customer”

  33. Authority Anna Kournikova David Beckham Adidas

  34. Authority

  35. Authority

  36. Authority

  37. Authority

  38. Routes to Persuasion Central Peripheral Motivated & Able Not Motivated or Not Able • Reciprocity • Scarcity • Social Proof • Liking • Authority • Commitment & Consistency

  39. Scarcity

  40. Scarcity

  41. Scarcity

  42. Scarcity

  43. Scarcity

  44. Scarcity

  45. Scarcity

  46. Scarcity

  47. Scarcity

  48. Scarcity

  49. Scarcity

  50. Scarcity Antiques Roadshow: 1930s Minor-League Baseball Appraised at $10,000

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