To Think or Not to Think: Exploring Two Routes to Persuasion.

Abstract

Hamlet is reading a magazine. His eye is caught by an advertisement for the Great Dane sword. The ad pictures Fortinbras raising the sword in battle. The ad proclaims, “10 Reasons Why the Great Dane Outperforms Its Competitors! ” The ad continues, “Reason #1: Because of its sharper blade, the Great Dane kills faster and more decisively. ” Hamlet, who had never heard of the Great Dane before, thinks, I need a sword that kills quickly and decisively. With such a mighty sword, I could rectify wrongs that have been committed. By rectifying the wrongs, there would be one less villainous, adulterous, murderer of kings. After I have rectified the wrongs, I would be free of these thoughts that are driving me mad. Yes, a sword that kills faster and more decisively is precisely what I need. Hamlet continues to read the other 9 reasons, thinking about each in a manner similar to the way in which he thought about the first reason. Laertes is reading the same magazine, and his eye is also caught by the Great Dane ad. Laertes, who was also unfamiliar with the Great Dane, thinks, “Fortinbras looks very fierce in this picture, and many advantages of the Great Dane are listed. It must be a fine sword.”