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Chap 3 Theory & Model of Persuasion: (no need study) (d) Central Route…

- - - - Carefully scrutinize（详细检查） the ideas, figure out if they have true merit（价值/优点） and then mull（深思熟虑） over their implications（含义）.
      - Need to refer to the sources, how do you interpret the messages.
    - - A mental shortcut path into accepting/ rejecting message.(Yes or No) Without any active thinking about the attributes of issue or object of consideration.
      - 6 sources: (Cialdini 2001)
        
        2) Consistency（通常） - "We've always done it that way."
        
        Think of the last car or computer you bought, how strongly you became a vocal supporter of that brand or model.
        E.g: Using the same brand repeatedly.
        
        3) Social Proof(人云亦云) - "Everybody's doing it."
        
        The influence of mass behavior that allows a person be mugged in full view of a crowd and no one helps the victim because no one wants to break out of the crowd.
        (E.g: Robbery cases.)
        
        1) Reciprocation（报答）- "You Owe me."
        
        The principle behind people cleaning your car windshield at stop lights and the basis for the entire advertising.
        E.g : Drop box (by inviting your friends to Dropbox. Each friend who joined, you get free 500MB spaces/)
        
        4) Liking - "Love me, love my ideas"
        
        Physical attractiveness and likeability increase a person's influence.
        
        The use of attractive models in advertisements and the friendly salutation of telephone solicitors.
        
        We like people who are similar to us (regarding to interests, lifestyles and culture.), they have an even greater influence on us if they compliment us and are nice to us.
        
        5) Authority - "Just because I say so."
        
        Mostly for those authorities who have power.
        (E.g: Government implementing Government Sales Tax (GST))
        
        6) Scarcity - "Quick, before they are all gone."
        
        When things such as stamps are misprinted or Beanie Babies are produced in limited quantities, their value goes.
        
        Even the illusion of scarcity is very powerful.
        (E.g: Realtors who have other (imaginary) prospective buyers use this leverage regularly.
- - - - More thoughtful（深思）, deliberate（仔细）, analytical（分析）
    - - More Reflexive, automatic
  - - - Activated from memory.
    - - Related to the receiver's goals or objectives.
    - - Stored in memory for potential.