1. Rational versus emotional method
Changing someone’s mind
Prepared by J. Scott Armstrong (details on him at jscottarmstrong.com).
Please inform Scott about errors and also make suggestions (armstrong@wharton.upenn.edu)
Scott has taken these slides from adprin.com, a site that he founded. That site contains interactive versions of these
slides, along with linked references, videos, and webcasts, all in PPT and PPTX format that you can download.

2. Changing someone’s mind
When someone has an opposing viewpoint, for example, a
smoker, how do you try to change their mind? Tell stories or give
them facts?
Go to the next slide for the evidence-based findings.
Adapted from AdPrin.com 2

3. Use stories. They . . .
1. Convey powerful emotional images, which aids recall.
2. Lead people to process the information about the example, rather than the
argument.
3. Do not directly attack the target market’s beliefs; this disrupts counter-arguing.
When the target market has an opposing viewpoint, consider using a story.(5.3.1)

4. Subway story
Jared Fogle’s incredible story of
losing 245 pounds on Subway
sandwiches, diet, and exercise, was
featured in Subway advertisements.
It was powerful and easy to remember,
people thought about the example, and
it was a true story, so it avoided
counter-arguing.
It led to a successful campaign.
4

5. Evidence
In a lab experiment, subjects received messages
about the perils of drinking alcohol that
challenged their beliefs. Those who heard
stories changed their opinions while those who
heard statistical evidence did not
(Slater and Rouner 1996 in Persuasive Advertising p 113).
To learn more, go to AdPrin.com

6. Based on this exercise, write a small application step for yourself,
and set a deadline, preferably within one week. If you are
working with someone else, share your application plan and the
results of your application.
• For example, identify your target market’s viewpoint and then
use the appropriate method of persuasion.
Adapted from AdPrin.com