How we change what others think, feel, believe and do
Heuristic-Systematic Persuasion Model
People either use heuristics and short-cuts in decision-making or they systematically process the merits and demerits of a given argument.
Heuristics include our own emotions as we ask ‘How do I feel about this?’ although this can cause a problem where we mix up the cause and effect of our emotions.
Systematic processing is more likely when:
When asked to donate to a charity I will quickly dig into my pocket. If asked to help more actively, I will think about it more carefully.
Embed heuristics and trite statements in a peripherally-aimed speech and there’s a good chance they will get through.
When things are important do not use short-cut decision-making, especially if others are encouraging you to do so.