Turing festival thescienceofpersuasionv5.1
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Transcript of Turing festival thescienceofpersuasionv5.1
The
of Persuasion
SCIENCE
The evil edition
By: Arjan Haring
& Maurits Kaptein
Your buyers: The Johnsons
BUYER(s)
Seller
What about a new mortgage?
The stock market:
How could everybody (Including the Johnsons) be so stupid?
Reason 1: AuthorityFancy suit
Big car
Company logo’s
Expensive looking HQ
…
We even kill when we are told
Reason 2: Scarcity
The mortgage offer was only available for a week.
The Johnsons had to make their choice soon.
We want stuff that is rare
Reason 3: Reciprocity
Free magazine
Another free magazine
Free coffee
..
How can we refuse
We pay back favors
Reason 4: Consensus
The neighbors just moved out
Their friends just got a mortgage
Marc’s brother is buying a new house
We do as others do
The bystander effect
We want to fit in
Means to any end
BUYER
Seller
Authority
Scarcity
Reciprocity
Framing
Reason 5: Contrasting
Life insurance for 100$ per month..
Or, life insurance included when the mortgage is 1800 instead of 1700 dollars!
We contrast our numbers…
Reason 6: Framing
Life insurance for $100 dollars…
That’s a bargain!
We tend to believe frames
Happy End
Successfully Persuaded
Ends
Means
Thank you!
Thank you….
@PersuasionAPI