Comments on: Persuasion stories

By: Henk Wijnholds

Henk Wijnholds — Sun, 18 Apr 2010 20:42:00 +0000

@frank Peripheral cues (and Cialdini’s persuasion tactics themselves) indeed cause a short-term effect. These peripheral cues don’t come alone, they come with the logical content (which is processed through ‘the central route’) of the ‘persuasive’ message itself. What if a message’s logical content is partially understood and accepted. The peripheral cue could take away that last riffle. As far as I know by heart, the ELM doesn’t discuss this gliding scale, nor taking away riffles.

By: Frank

Frank — Mon, 22 Feb 2010 12:47:22 +0000

These weapons of influence are all cues that signal the use of a peripheral message. So these weapons of influence (or peripheral cues as they are called in the Elaboration Likelihood Model) will mostly influence individuals with low involvement who miss the ability or motivation to process the advertisementcontent via the central route, and can only cause a minimal, short-term effect.

By: Raymond Klompsma

Raymond Klompsma — Mon, 21 Dec 2009 14:18:42 +0000

On the website Energy plus (http://www.flickr.com/photos/38514078@N00/4199940640/in/pool-usabilityweb) I came accros a nice example of the principle of authority. Several logo’s are displayed on the homepage. This increases the credibility of the product. Especially the competitive user who values credentials and proof so much will like this.

By: Stefan Wobben

Stefan Wobben — Sat, 19 Dec 2009 17:00:54 +0000

Nice post and good examples of these persuasion principles on the web.

The Stanford Affiliation Study provides more insight in the principle of liking with regard to computer behavior.

# Participants were given a problem to solve and assigned to work on the problem either with a computer they were told was a “teammate” or a computer that was given no label.
# For all participants, the interaction with the computer was identical; the only difference was whether or not the participant believed the computer was a teammate.
# The results compared to responses of other participants: people who worked with a computer labeled as their teammates reported that the computer was more similar to them, that it was smarter, and that it offered better information. These participants also were more likely to choose the problem solutions recommended by the computers.

I think the image of Jeeves on the search site Ask Jeeves (http://uk.ask.com/) increases the likability of this search engine.