persuasion

Persuasion is the process of guiding people’s attitudes, beliefs, or actions through communication. It involves presenting information, arguments, and emotional appeals intended to influence how a person thinks or behaves, while leaving them free to decide. It differs from coercion, which compels compliance, and from manipulation, which covertly exploits biases or vulnerabilities.

Historical foundations lie in rhetoric and social psychology. Aristotle identified three appeals: ethos (credibility), logos (reason), and pathos (emotional influence). In the 20th century, theories such as the elaboration likelihood model proposed central routes (careful consideration of arguments) and peripheral routes (factors like credibility or mood). The heuristic-systematic model posits that people use quick rules of thumb or systematic processing. Social influence research covers conformity, obedience, and the mechanics of message framing.

Practices include using credible sources, structuring arguments effectively, and choosing channels and formats. Techniques include one- or two-sided messages, framing (gain versus loss), storytelling, and rhetorical devices, as well as the use of social proof, authority, liking, reciprocity, and scarcity to increase influence. In digital contexts, algorithms and targeted messaging shape exposure and persuasion.

Ethics and regulation address autonomy, transparency, and the potential for deception. Persuasion is legitimate when informed consent and accuracy are maintained; it is criticized when used to mislead or exploit vulnerable groups.

Applications span advertising, political campaigning, public health campaigns, education, and interpersonal communication. Measurement relies on changes in attitudes, intentions, or behaviors, with effects often varying by motivation, relevance, and culture.