Persuasive Techniques
Why do some messages change minds while others fall flat? Whether you’re selling a product, crafting a marketing campaign, or simply trying to influence others, understanding attitudes and persuasive techniques is key. From the way brands like Apple create devoted fans to the hidden forces that make us resist persuasion, psychology plays a powerful role in shaping our decisions.
In this post, we’ll explore the science behind attitudes—how they’re formed, how they’re measured, and, most importantly, how they can be changed. We’ll break down the main routes of persuasion, the power of the messenger, and the psychology behind why some people resist influence. By the end, you’ll have a deeper understanding of what truly drives persuasion—and how to use it effectively.
Attitudes 101
In psychology, an attitude refers to a set of emotions, beliefs, and behaviors toward a particular object, person, thing, or event. For example, someone might have a positive attitude towards recycling.
To gauge peoples attitudes, the main direct measurement are surveys (open-ended and closed questionnaires). Surveys would be used in a business context to determine how customers will react to goods and services. For example, if I was looking to sell a certain product, I could send out an open-ended survey. To determine what sort of attitudes my audience have in relation to that product.
Apart from surveys, indirect measures can also be used to measure attitudes, which may limit biases. Indirect biases are more used in experiments and studies.
- Non-verbal physiological measures (Pupil dilation)
- Duping the participants
- Cognitive research method (Use tests to determine attitudes based off how fast participants answer)
- Overt behaviors (attitudes based off actions)
The Science of Attitudes: Key Theories Explained
Theory of reasoned action (Fishbein & Ajzen, 1975)
Theory of planned behavior (Ajzen, 1991)
The Theory of Reasoned Action (TRA) (Fishbein & Ajzen, 1975) and the Theory of Planned Behavior (TPB) (Ajzen, 1991) both explain how attitudes influence behavior. TRA suggests that an individual’s behavior is driven by their intention. Which is shaped by two key factors: attitudes (personal evaluation of the behavior) and subjective norms (perceived social pressure to perform or avoid the behavior).
In other words, if you believe hitting the gym is beneficial and your friends encourage it, you’re more likely to go. However, TRA assumes that individuals have full control over their actions.
To address this limitation, TPB expands on TRA by adding perceived behavioral control (PBC)—the belief in one’s ability to perform the behavior. PBC acknowledges that external constraints (e.g., resources, time, skills) influence whether an intention translates into action. Together, these theories highlight that behavior is not only shaped by rational intentions but also by perceived control over the action. TPB is especially useful in predicting behaviors where individuals face barriers beyond their own intentions.
For example, someone may have a strong intention to go to the gym (formed by positive attitudes and social support), but if they lack time or access to a gym, their behavior may not align with their intention. The dashed lines in the diagram represent how perceived and actual control can directly influence behavior, bypassing intention in some cases.
How Brands Like Apple Win You Over
Ever wondered why Apple has such a devoted following? It’s not just about sleek designs and cutting-edge technology—it’s about persuasive techniques done right. Brands like Apple master the art of influence by strategically tapping into psychological principles that make their products irresistible. From their iconic product launches to their minimalist yet emotionally charged advertising. Apple doesn’t just sell gadgets—they sell a lifestyle.
So, how do they do it? The secret lies in leveraging the two main routes of persuasive techniques: the central route and the peripheral route. The central route appeals to logic and reason—think of Apple’s emphasis on innovation, superior performance. Meanwhile, the peripheral route tugs at emotions, using aesthetics, brand prestige, and the allure of exclusivity to create a deep psychological connection with consumers.
By mastering these persuasion techniques, Apple doesn’t just attract buyers—it creates lifelong brand advocates. Let’s dive deeper into how these strategies work and why they’re so powerful.
Attitude change (persuasion)
There are two main persuasive techniques which are applied in most contexts: Central Route & Peripheral route persuasion.
Central Route: Central route persuasion involves convincing someone through reason, logic, personal values and messages. In advertisement and marketing, the audience this message it targeted towards is motivated and analytical when presented with the message. For example; a TV commercial showcasing a new car with detailed information on its safety features and fuel efficiency.
Peripheral route: The peripheral route is more focused on heuristics (attractiveness and visuals) rather than the actual message or logic. In advertisement and marketing, the audience this message is targeted towards audiences who are not highly motivated or attentive. For example, having a popular athlete advertise athletic shoes.
The Power of the Messenger
As you might imagine, the more credible the source, the more likely we are to be influenced by them. So, if you are trying to persuade someone to buy your product, either use someone who is credible, or gain the credentials to seem more informed.
However, if you can’t do this, the sleeper effect is the next best option. This effect argues that even non-credible sources, over time, can have a persuasive impact. This is due to people forgetting where they heard the piece of information.
Crafting the Perfect Message: What Makes an Idea Stick?
crafting a longer message, means psychologically it will be more persuasive towards a peripheral route audience. As stated above, this audience don’t have a strong desire to understand the message, rather looking for visuals. Thus, if a message is longer it is perceived as valid without further verification.
Moreover, you can induce a large persuasive impact if you put the most important, influential ideas first and last. This is called the primacy and recency effects. Which argues, we have an easier time remembering what we read / perceived first and last.
Know Your Audience: How People React to Persuasive techniques
There are many key audience characteristics which may influence how people react to different types of persuasion: Self-esteem, Self monitoring, Intellect and mood are the few key characteristics this blog will focus on.
Self Esteem: Individuals with high self-esteem tend to be persuaded by strong, well-reasoned arguments. Whereas, those with low self-esteem are more likely to be influenced by heuristics and charismatic individuals.
Self Monitoring: High self-monitors are more likely to be influenced by the eligibility of the source as well as heuristics. Whereas, low self-monitors are more likely to be influenced by the content of the message rather than the source or social context.
Intellect: Intelligence and the need for cognition plays a crucial role in audience capture. People vary on how much they want to engage in effortful cognitive activities. For example: if an advertisement focused on some cognitive aspects as well as heuristics, it may cover a larger audience base.
Mood: Individuals in a positive mood leads to superficial processing and reliance on simple cues. While negative moods encourage more effortful processing and critical evaluation of arguments
Staying Strong: Why Some People Resist Persuasion
To successfully sell your product or maximize the impact of your advertising, you must first understand what might be preventing your audience from being persuaded. Three key factors that can create resistance to persuasion are Reactance, Forewarning, and Inoculation.
Reactance: When individuals perceive that their freedom of choice is being threatened, they instinctively push back to reassert their autonomy. This resistance can make persuasive efforts less effective, especially if they feel pressured or manipulated.
Forewarning: When people are aware in advance that someone will attempt to persuade them, they have time to prepare counterarguments or reinforce their existing beliefs. This heightened awareness can make them more resistant to influence.
Inoculation: Just as a vaccine strengthens the immune system by exposing it to a weakened form of a virus. Brief exposure to a weak version of an argument helps individuals build resistance to stronger, more persuasive versions of the same argument in the future.
The Power of Persuasive techniques in Action
Persuasion is everywhere—from the ads you scroll past to the way your friends influence your choices without even realizing it. Whether it’s Apple convincing you that you need the latest iPhone, or a subtle psychological trick making a message stick in your mind, persuasion is a science.
By understanding how attitudes are formed, why some messages work better than others, and what makes people resist persuasion. You’re better equipped to navigate (and even harness) these forces in your own life.