Persuasion uses communication to influence beliefs, evaluations, intentions, or conduct through appeals such as reasons, credibility, or emotion. Effects depend on recipients’ processing and circumstances. Analysis distinguishes the appeal, its process, and the resulting response; effectiveness alone does not establish ethical acceptability.
- Entry typeKey concept
What these mean
Editorial orientation · Entry type
Key concept
Key concepts are the working vocabulary of the field: the terms that the models and tools rely on and that a decision about communication has to use precisely. Each entry defines the term and sends you to the brief or the self-guided audit where it is put to work.