persuasion: so easily fooled [instructor name] [class and section number]
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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
Slide 1 Photo Credit: Poster Boyhttps://www.flickr.com/photos/posterboynyc/6413597531/ https://creativecommons.org/licenses/by/2.0/
Slide 3Photo Credit: Peter Kaminski https://www.flickr.com/photos/peterkaminski/11843486/in/pool-rbit https://creativecommons.org/licenses/by/2.0/
Slide 3 Photo Credit: smallcaps https://www.flickr.com/photos/97478728@N00/3048313561/ https://creativecommons.org/licenses/by-nc-nd/2.0/Slide 4 Novocortex https://www.flickr.com/photos/novocortex/2016144655/ https://creativecommons.org/licenses/by/2.0/
Slide 4Photo Credit: Alexisrael http://commons.wikimedia.org/wiki/File:Philip_Morris_Ads.JPG http://creativecommons.org/licenses/by-sa/3.0/deed.en
Slide 5 Photo Credit: Emmey https://www.flickr.com/photos/65412807@N00/2717092797/ https://creativecommons.org/licenses/by-nc-sa/2.0/Slide 5 Photo Credit: jendubin https://www.flickr.com/photos/28555425@N00/6210982894/ https://creativecommons.org/licenses/by-nc-nd/2.0/Slide 8 Photo Credit: http://pixabay.com/en/man-coat-people-laboratory-lab-219928/Slide 9 Photo Credit: http://commons.wikimedia.org/wiki/File:Martha_Stewart_2011_Shankbone.JPG http://creativecommons.org/licenses/by/3.0
Slide 10 Photo Credit: http://commons.wikimedia.org/wiki/File:Jennifer_Lawrence_at_the_83rd_Academy_Awards_crop.jpg http://creativecommons.org/licenses/by-sa/2.0
Slide 10 Photo Credit: edwardk662 https://www.flickr.com/photos/23336414@N06/2233253056/ https://creativecommons.org/licenses/by-nc-nd/2.0/
Slide 13 Photo Credit: Master Sgt. Scott Reed http://commons.wikimedia.org/wiki/File:Air_Force_21.jpg http://en.wikipedia.org/wiki/public_domain
Slide 14Photo Credit: lynn.gardner https://www.flickr.com/photos/40583702@N00/4839064299/ https://creativecommons.org/licenses/by-nc-sa/2.0/
Slide 15Photo Credit: Jerry W. Lewis https://www.flickr.com/photos/13218517@N00/3030831726/ https://creativecommons.org/licenses/by-nc-sa/2.0/
Slide 15 Photo Credit: hang_in_there https://www.flickr.com/photos/59632563@N04/6104068209/ https://creativecommons.org/licenses/by/2.0/
Slide 19Photo Credit: *Bitch Cakes* https://www.flickr.com/photos/89138584@N00/4326882348/ https://creativecommons.org/licenses/by-nc/2.0/
Slide 20 Photo Credit: jamelah https://www.flickr.com/photos/56412930@N00/3002492619/ https://creativecommons.org/licenses/by-nc-nd/2.0/
Slide 21Photo Credit: Dan d'Auge https://www.flickr.com/photos/53833419@N07/6719011119/ https://creativecommons.org/licenses/by-nc-nd/2.0/
Slide 22 Photo Credit: ppdiaporama https://www.flickr.com/photos/94332941@N06/8847236387/ https://creativecommons.org/licenses/by-nc/2.0/Slide 23 Photo Credit: http://commons.wikimedia.org/wiki/File:Billy_Mays_Portrait_Cropped.jpg http://creativecommons.org/licenses/by-sa/2.0 Slide 24 Photo Credit: Phillip Pessar https://www.flickr.com/photos/25955895@N03/8131635558/ https://creativecommons.org/licenses/by/2.0/Slide 25 Photo Credit: watz https://www.flickr.com/photos/98203235@N00/4758816160/ https://creativecommons.org/licenses/by-nc-sa/2.0/Slide 26 Photo Credit: thomasbrightbill https://www.flickr.com/photos/8825143@N06/3063797387/ https://creativecommons.org/licenses/by/2.0/Slide 26 Photo Credit: asgw https://www.flickr.com/photos/31909437@N00/6678205797/ https://creativecommons.org/licenses/by/2.0/Slide 28 Photo Credit: m.a.r.c. https://www.flickr.com/photos/43846837@N00/307544786/ https://creativecommons.org/licenses/by-sa/2.0/
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