What is persuasion? Is it the same as forcing, manipulating, preaching to the choir, or is it something else? We’ll define persuasion from a communication perspective, explain it’s meaning, and show you how you see it in your everyday life.

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References
Cacioppo, J. T., Petty, R. E., & Quintanar, L. R. (1982). Individual Differences in Relative Hemispheric Alpha Abundance and Cognitive Responses to Persuasive Communications. Journal of Personality and Social Psychology, 43(3), pp. 623-636.
Cialdini, R. B. (2001). Harnessing the Science of Persuasion. Harvard Business Review. Retrieved from https://www.webcitation.org/6SGRrDgZC?url=http://lookstein.org/leadership/case-study/harnessing.pdf
O’Keefe, D. J. (2004). Trends and prospects in persuasion theory and research. Readings in persuasion, social influence, and compliance gaining (pp. 31-43). Pearson/Allyn and Bacon.
Persuasion. (n.d.). In Business Dictionary online. Retrieved from http://www.businessdictionary.com/definition/persuasion.html
Persuasion. (n.d.). In Encyclopaedia Britannica online. Retrieved from https://www.britannica.com/science/persuasion-psychology

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What is the definition of persuasion according to the most up-to-date social science?

To learn more about communication, go to https://howcommunicationworks.com.

In this video I use the definition of persuasion from Daniel O’Keefe’s authoritative textbook. I define the concept of attitude. If you want to know how to persuade people, these are fundamental concepts in psychology.

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