Persuasion Is Human Nature or Why Adam Eats an Apple
4th November 2009
Consider, now, Adam on the Peripheral Route ambling towards a Fall with CLARCCS Cues.
Comparison (When others are doing it, you should, too.) “Gee, everybody I know is eating apples. They must be good.”
Liking (When you like the source, do what she suggests.) “Gee, Eve is a great gal, good looking, smart. She’s suggests apples; they must be good.”
Authority (When the source is an authority, do what she suggests.) “Gee, Eve is the best cook in the Garden. This apple dish must be out of this world.”
Reciprocity (When the source does something for you, do something in return.) “Gee, Eve was pretty good to me last night, so why not eat her apple dish?”
Commitment/Consistency (When you take a stand, you must stay consist with it.) “Gee, I’ve always eaten what Eve serves, and dammit, I’m gonna eat her apples.”
Scarcity (When it is rare, it is good.) “Gee, apples! Never had one of those to eat. They must be great!”