Persuasion

Persuasion is a method of communication that involves influencing the beliefs, attitudes, intentions, motivations, or behaviors of an individual or group. The process of persuasion can take place through various channels, such as spoken words, written text, images, or other forms of media. Persuasion is often used in various fields, including advertising, politics, law, and medicine.

Definition

Persuasion is defined as the process of changing or reinforcing attitudes, beliefs, values, or behaviors. It is a complex process that involves a persuader, who is the person or group attempting to influence, and a persuadee, who is the person or group being influenced.

Theories of Persuasion

There are several theories of persuasion, including the Elaboration Likelihood Model, the Heuristic-Systematic Model, and the Social Judgment Theory. These theories provide different perspectives on how persuasion works and what factors influence its effectiveness.

Elaboration Likelihood Model

The Elaboration Likelihood Model (ELM) suggests that persuasion occurs through two routes: the central route and the peripheral route. The central route involves careful consideration of the message, while the peripheral route involves other cues, such as the attractiveness of the speaker.

Heuristic-Systematic Model

The Heuristic-Systematic Model (HSM) also proposes two routes to persuasion: the systematic route and the heuristic route. The systematic route involves a thorough evaluation of the message, while the heuristic route involves the use of simple decision rules or heuristics.

Social Judgment Theory

The Social Judgment Theory (SJT) suggests that people have a range of acceptable positions on a particular issue. Persuasion is more likely to occur if the message falls within this range.

Applications of Persuasion

Persuasion is used in various fields, including advertising, politics, law, and medicine. In advertising, persuasion is used to influence consumers to purchase products or services. In politics, persuasion is used to influence voters to support a particular candidate or policy. In law, persuasion is used to influence jurors to reach a particular verdict. In medicine, persuasion is used to influence patients to adopt healthy behaviors.

See Also

• Rhetoric
• Propaganda
• Influence (psychology)
• Social influence

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  The art of persuasion: returning from a ball in India (The Graphic, 1890)