Sublime

organizations should steer sharply away from unethical persuasive practices: those practices will lend themselves to the attraction and retention of employees who find cheating acceptable and who will ultimately cheat the organization as a consequence.

more likely than not, you will fall prey to that nasty confirmation bias that we’ve seen in play in previous chapters.

Using the peripheral route to persuasion (superficial thinking, remember?), your audience is likely to think that your two-sided message is more thoughtful and credible than your competition’s one-sided ads that talk only about themselves.

Discoursers: These are the mouthpieces with megaphones who can help you get your message heard. It includes the traditional media, authors, podcast hosts, blog owners, and social media leaders.

Confirmation Bias: Most people are much better at making up arguments for something they want to believe or against something they don’t want to believe than at finding the truth. This is one reason why academia is based around debates.

One last thing you should know about the ELM. Attitudes developed using central route processing will last longer than those formed by the peripheral route. Simply put, logic and reason burn themselves into the brain far more deeply than good feelings created by visual cues or other emotion-stimulating catalysts. Remember: When you get someone to t