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