Finance and Financial Management Commons^™

Deceptive Appeals And Cognitive Influences Used In Fraudulent Scheme Sales Pitches, Rafael J. Toledo

USF Tampa Graduate Theses and Dissertations

Fraud schemes exploit the complex interplay that results from utilizing deceptive appeals to activate underlying cognitive influences. This study was designed, first, to identify the deceptive appeals present in the messaging of fraudulent schemes and, second, to identify the underlying cognitive influences being exploited by the deceptive appeals utilized. Findings reveal that effectively used deceptive appeals work to keep viewers’ mental processes in a state of cognitive ease. This state allows cognitive influences--such as heuristics, cognitive biases, and the System 1 mind--to remain in control of mental processing; however, System 1 is prone to accept deceptive beliefs. The results of …