The Science of Persuasion

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The Science of Persuasion

• Sue Frantz
• February 20, 2004

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Routes to Persuasion
Motivated Able
Not Motivated or Not Able

• Reciprocity
• Scarcity
• Social Proof

• Liking
• Authority
• Commitment Consistency

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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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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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Social Proof
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Social Proof
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Social Proof
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(No Transcript)
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Liking
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Liking
Physical Attractiveness
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Liking
Compliments
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Liking
Similarity
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(No Transcript)
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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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Authority
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Authority
Wilford Brimley, Actor, Liberty Spokesperson and
Diabetes Customer
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Authority
Adidas
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Authority
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Authority
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Authority
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Authority
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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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Scarcity
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Scarcity
Antiques Roadshow 1930s Minor-League Baseball
Appraised at 10,000
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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.