To induce to believe by appealing to reason or understanding

Persuasion

InfluencingThe action or process of producing effects on the actions or behaviours of others

“Only 5% of our ideas reach consciousness. Moreover, the

95% below the surface of conscious awareness shape and structure all conscious

thought.”George Lakoff, Cognitive Lingusitic Psychologist

Brain

System 1Primitive Emotional Brain

Unconscious Attention

Needs Emotion Memory

Automatic

Uncontrolled

Instinctive

Implicit

Effortless

Associative

Biased

Long-term memory

Fast

Modern Thinking Brain

Conscious

Calculating Considering

Reflective

Controlled

Reasoned

Cautious

Explicit

Effortful

Rule-following

Short-term memory

Slow

STRONG

WEAK

System 2

dog chair boat window

block fan wheel tray

bottle fence brush seat

car cat tree table

green yellow bluered

red blueyellow green

blue red green yellow

green bluered yellow

green yellow bluered

red blueyellow green

blue red green yellow

green bluered yellow

Emotions

Homo economicus

Homo animi motus

“Man is not a rational animal, he is a

rationalising one.”Robert Heinlein, Philosopher

“What is irrational about responding quickly to

danger with evolutionarily perfected emotions?”

Daniel Goleman, Psychologist

“The essential difference between emotion and reason

is that emotion leads to action, while reason leads to

conclusions.”Donald B. Calne, Neurologist

“Civilisation advances by extending the number of

important operations we can perform without thinking

about them.”Albert North Whitehead, Mathematician & Philosopher

“We are a set of over-emotional, biased, pigeon-

holing, lazy thinkers.”Seamus O’Farrell

R

A

S

S

C

A

L

Reciprocation

Attention

Social Proof

Scarcity

Commitment

Authority

Liking

ReciprocationGive to get

AttentionIf you don’t get noticed, everything else is

academic

Social ProofLike it or not, we are sheep

ScarcityPeople crave what they fear they can’t get

Commitment & Consistency

Honouring a commitment is congruent with self-image

AuthorityPeople obey authority figures

LikingPeople are more easily persuaded by those

they find attractive

PrimingAnchoringFraming

“Knowledge points to all that is. Imagination points to all that can

be.”Albert Einstein