The Science of Persuasion
Sue Frantz
February 20, 2004
Routes to Persuasion
Central Peripheral
Motivated & Able Not Motivated or Not Able
• Reciprocity • Liking
• Scarcity • Authority
• Social Proof • Commitment & Consistency
Reciprocity
Reciprocity
Reciprocity
Reciprocity
Reciprocity
Routes to Persuasion
Central Peripheral
Motivated & Able Not Motivated or Not Able
• Reciprocity • Liking
• Scarcity • Authority
• Social Proof • Commitment & Consistency
Commitment & Consistency
Commitment & Consistency
Commitment & Consistency
Commitment & Consistency
Commitment & Consistency
Commitment & Consistency
Commitment & Consistency
Routes to Persuasion
Central Peripheral
Motivated & Able Not Motivated or Not Able
• Reciprocity • Liking
• Scarcity • Authority
• Social Proof • Commitment & Consistency
Social Proof
Social Proof
Social Proof
Routes to Persuasion
Central Peripheral
Motivated & Able Not Motivated or Not Able
• Reciprocity • Liking
• Scarcity • Authority
• Social Proof • Commitment & Consistency
Liking
Liking
Physical Attractiveness
VerizonDepot
Home
Red Robin
Farmer’s Insurance
Liking
Compliments
Liking
Similarity
Routes to Persuasion
Central Peripheral
Motivated & Able Not Motivated or Not Able
• Reciprocity • Liking
• Scarcity • Authority
• Social Proof • Commitment & Consistency
Authority
Authority
Authority
Authority
Authority
Authority
Authority
“Wilford Brimley, Actor,
Liberty Spokesperson and
Diabetes Customer”
Authority
Adidas
Anna Kournikova David Beckham
Authority
Authority
Authority
Authority
Routes to Persuasion
Central Peripheral
Motivated & Able Not Motivated or Not Able
• Reciprocity • Liking
• Scarcity • Authority
• Social Proof • Commitment & Consistency
Scarcity
Scarcity
Scarcity
Scarcity
Scarcity
Scarcity
Scarcity
Scarcity
Scarcity
Scarcity
Scarcity
Scarcity
Antiques Roadshow:
1930s Minor-League Baseball
Appraised at $10,000
Routes to Persuasion
Central Peripheral
• Reciprocity • Liking
• Scarcity • Authority
• Social Proof • Commitment & Consistency
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.