The document discusses different types of people and their susceptibility to persuasion, categorizing them into gullible, stubborn, opinionated, and argumentative groups. It outlines two routes to persuasion: central route persuasion, which requires motivation and ability to process arguments, and peripheral route persuasion, which relies on cues like reciprocity and authority. A comparison between the central and peripheral routes is also provided.

3. Gullible people
Stubborn, opinionated and argumentative people
firm beliefs
fourth group

4. Routes to Persuasion:
• Central Route Persuasion
• Peripheral Route Persuasion

5. Central Route Persuasion:

6. Features of Central Route Persuasion:
I. Persuasive communication:
II.Motivation to process:
III.Ability to process:
IV.Nature of arguments:

7. Example:

8. Peripheral Route Persuasion:

9. Features of Peripheral Route Persuasion:
I. Reciprocity:
II. Consistency:
III. Social proof:

10. Features of Peripheral Route Persuasion:
IV. Liking:
V. Authority:
VI. Scarcity:

11. Comparison of Peripheral and Central Route

12. THANK YOU