Split-Second Persuasion: The Ancient Art & New Science of Changing Minds.

I wanted the above book on how to change peoples minds to inform my animation so that I can achieve my goals BUT the library won't have it available for another month! However, the basic lessons from it can be found anywhere on the internet and these are how they read:

SIMPLICITY: Keep your message short, sharp, and simple to convince people it's true.

PERCEIVED SELF-INTEREST: Con men agree it's the key to getting us to do something we didn't think we wanted to. (So be sure to focus on the benefits to the person whose mind you want to change, rather than emphasizing your own wants and wishes and emotional history. NOT: I'll be sad if you don't, BUT: You'll be happy if you do.)

INCONGRUITY: Surprise people -- tell them your cupcake is 400 cents rather than four dollars and they're far more likely to buy it.

CONFIDENCE: The more confident you are, the more we believe you're right -- even when we know your facts are wrong. (Think aggressive politicians and other salespeople.)

EMPATHY: Look people in the eye, nod when they nod, tell them you're from the same small town they are -- we trust people like ourselves. (We prefer to work with those who happen to come from a similar tribe, whether that means the same town or perceiving some other form of connection.)

I think I'l struggle with the "perceived self interest" aspect because most people will see veganism (my main goal) as giving something up rather than achieving something great. It seems that people are more concerned with their base pleasures than their moral obligations. I don't know how I'm going to find my way around this but I'll just have to keep looking.