Subject and Keywords:
The text argues that there is a crucial difference between persuasion concerning individual choices that have no social consequences (ego-centric perspective), and persuasion concerning decisions that, even if taken by an individual, have broader social implications (nos-centric perspective). In particular, this difference implies different cognitive models that are activated in both cases. A natural corollary to those differences are different persuasive strategies. In the case of social persuasion (nos-centric perspective), persuasion relies on the so called relational models, models of our understanding of how decisions are taken within a social context.