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Persuasionch07 - Persuasion Ch 7 Sandersons Social...

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Persuasion Ch. 7: Sanderson’s Social Psychology
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Write down three beliefs that immediately come to mind when you finish the following sentence: “I believe diamonds are _________________.” Then rate the strength and value of each belief using 0 through 10 and -3 through +3: 0 = Do not believe at all; 10 = Absolutely sure. -3 = If true, this is terrible; +3 = if true, this is wonderful. For example: “I believe diamonds are… beautiful.” S = 8; V = 1.
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FAIR WARNING The purpose of this presentation is to persuade you never to buy another diamond, even as an engagement or wedding ring.
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Persuasion How do you persuade people to buy something with very low intrinsic value (i.e. worthless)? What have you purchased recently that has very little value? Why did you purchase it?
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Diamonds do not conduct electricity and are not malleable. Diamonds have only one practical purpose: as the hard tips on drilling machines and drill bits.
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Diamonds do only one other thing very well: Sparkle.
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