Persuasion is a communicative function that can be pursued in many different settings, ranging from face-to-face interaction to mass communication. Mass media persuasion takes three primary overt forms: commercial advertising (of consumer products and services), pro-social advertising, and political advertising. On each of these subjects, there is extensive empirical research and theorizing. Studies of consumer
In persuasion research, the concept of resistance generally refers to audiences withstanding attempts to change their beliefs, attitudes, or behaviors. Resistance, however, can actually be conceptualized in multiple ways. For example, it can be thought of as simply an outcome of a persuasive attempt (i.e., no change in attitude in the face of a persuasive
Persuasion is an integral part of politics and a necessary component of the pursuit and exercise of power. Political persuasion is a process in which communicators try to convince other people to change their attitudes or behavior regarding a political issue through messages, in an atmosphere of free choice (Perloff 2003, 34). As the field
Advertising as persuasion may be defined as an instrumental and intentional form of commercial communication by which a deliberate attempt is made to convince consumers of the value of the message position, i.e., the product or brand advertised. Advertising as persuasion focuses on the impact of advertising stimuli on cognitive, affective, and behavioral consumer responses
Persuasion Definition Persuasion is a method of changing a person’s cognitions, feelings, behaviors, or general evaluations (attitudes) toward some object, issue, or person. Although any change technique is sometimes referred to as persuasion regardless of the target of influence, the term more commonly refers to a method of change in which a person is deliberately
Resisting Persuasion Definition Resistance is central to persuasion. Without resistance, persuasion is not necessary. Resistance to persuasion can be desirable, for example, when non-smokers repeatedly resist advertisements and peer pressure encouraging them to smoke. But resistance can also be an undesirable characteristic, as when smokers resist the many strong messages encouraging them to stop smoking