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Persuasion or persuasion arts is an umbrella term for influence. Persuasion can influence a person's beliefs, attitudes, intentions, motivations, or behaviours. [1] Persuasion is studied in many disciplines. Rhetoric studies modes of persuasion in speech and writing and is often taught as a classical subject.
Other scholars see persuasion as a function of "communication, social influence, and group processes", [31] taking into account other factors such as social influence and the media. A theory proposed by Margarita Sanchez-Mazas focuses on people's desire for social recognition and dignity.
Cialdini wrote the 1984 book on persuasion and marketing, Influence: The Psychology of Persuasion.It was based on three "undercover" years applying for and training at used car dealerships, fund-raising organizations, and telemarketing firms to observe real-life situations of persuasion.
Elaboration likelihood model is a general theory of attitude change.According to the theory's developers Richard E. Petty and John T. Cacioppo, they intended to provide a general "framework for organizing, categorizing, and understanding the basic processes underlying the effectiveness of persuasive communications".
In social psychology, Social judgment theory (SJT) is a self-persuasion theory proposing that an individual's perception and evaluation of an idea is by comparing it with current attitudes. According to this theory, an individual weighs every new idea, comparing it with the individual's present point of view to determine where it should be ...
Aristotle's Rhetoric, renowned for its modes of persuasion in ethos, logos, and pathos, gave mankind its first recorded guide to and theory of social influence. Aristotle recognized that different appeals are necessary for different types of persuasion, and that these appeals can be tailored and refined to better suit the audience or better suit the product or idea at hand.
Inoculation is a theory that explains how attitudes and beliefs can be made more resistant to future challenges. For an inoculation message to be successful, the recipient experiences threat (a recognition that a held attitude or belief is vulnerable to change) and is exposed to and/or engages in refutational processes (preemptive refutation, that is, defenses against potential counterarguments).
In persuasive communication, the order of the information's presentation influences opinion formation. The law of primacy in persuasion, otherwise known as a primacy effect, as postulated by Frederick Hansen Lund in 1925 holds that the side of an issue presented first will have greater effectiveness in persuasion than the side presented subsequently. [1]