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arousal-based models of persuasion heuristics

predict that arousal should inhibit deep processing and increase effectiveness of diagnostic heuristics

affective valence-based models of persuasion heuristics

differentiate between positive and negative feelings, and predict a different pattern for each of these types of affect (positive feelings cause shallower processing, negative feelings cause more careful processing)

social proof appeal

if many people are doing it, it must be good

scarcity appeal

if a product or opportunity is rare, it must be good

behavioral social proof appeal and attitudinal social proof appeal

what are the two types of social proof heuristics

distinctiveness scarcity and limited opportunity scarcity

what are the two types of scarcity heuristics


the explicit consideration of how a recurrent pattern of behavior, affect, or cognition may have served to solve recurrent adaptive problems that all ancestral humans confronted

domain specificity

mental mechanisms well-suited to solving one adaptive problem are often ill-suited to solving another

behavioral social proof appeal

everyone is doing it

attitudinal social proof appeal

everyone is talking about it

distinctiveness scarcity

stand out from the crowd

limited opportunity scarcity

limited time offer

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