Persuasion or persuasion arts is an umbrella term of
influence Influence or influencer may refer to: *Social influence, in social psychology, influence in interpersonal relationships **Minority influence, when the minority affect the behavior or beliefs of the majority *Influencer marketing, through individua ...
. Persuasion can attempt to influence a person's
belief A belief is an attitude Attitude may refer to: Philosophy and psychology * Attitude (psychology) In psychology Psychology is the science of mind and behavior. Psychology includes the study of consciousness, conscious and Unconsci ...

s, attitudes,
intention Intentions are mental states in which the agent commits themselves to a course of action. Having the plan to visit the zoo tomorrow is an example of an intention. The action plan is the ''content'' of the intention while the commitment is the ''at ...
motivation Motivation is what explains why people or animals initiate, continue or terminate a certain behavior at a particular time. Motivational states are commonly understood as forces acting within the agent that create a disposition to engage in goal-d ...

s, or
behavior Behavior (American English American English (AmE, AE, AmEng, USEng, en-US), sometimes called United States English or U.S. English, is the set of varieties of the English language native to the United States. Currently, American English ...
s. Persuasion is studied in many disciplines.
Rhetoric Rhetoric () is the art Art is a diverse range of (products of) human activities Humans (''Homo sapiens'') are the most populous and widespread species of primates, characterized by bipedality, opposable thumbs, hairlessness, and ...
is the study of modes of persuasion in speech and writing, and is often taught as a
classical subject
classical subject
. Psychology looks at persuasion through the lens of individual behaviour and neuroscience studies the brain activity associated with this behaviour. History and political sciences are interested in the role of propaganda in shaping historical events. In business, persuasion is a process aimed at influencing a person's (or group's) attitude or behaviour towards some event, idea, object, or other person(s) by using written, spoken, or visual methods to convey information, feelings, or reasoning, or a combination thereof. Persuasion is also an often used tool in the pursuit of personal gain, such as election campaigning, giving a
sales pitch In selling technique, a sales presentation or sales pitch is a line of talk that attempts to persuade someone or something, with a planned sales Sales are activities related to selling or the number of goods sold in a given targeted time ...
, or in
trial advocacy Trial advocacy is the branch of knowledge concerned with making attorneys and other advocates more effective in trial proceedings. Trial advocacy is an essential trade skill for litigators and is taught in law school A law school (also known ...
. Persuasion can also be interpreted as using one's personal or positional resources to change people.


Propaganda Propaganda is communication that is primarily used to Social influence, influence an audience and further an Political agenda, agenda, which may not be Objectivity (journalism), objective and may be selectively presenting facts to encourage a pa ...
is a form of persuasion used to persuade a large audience that have a believe in an individual or something to follow the agenda of the individual or group producing the propaganda.
Coercion Coercion () is compelling a party to act in an involuntary manner by use of threat A threat is a communication of intent to inflict harm or loss on another person. Intimidation is widely observed in animal behavior (particularly in a ritualiz ...
is a form of persuasion that influences people's actions with threats, although in some situations it can be hard to distinguish coercion from persuasion. Systematic persuasion is the process through which attitudes or beliefs are leveraged by appeals to logic and reason. Heuristic persuasion, on the other hand, is the process through which attitudes or beliefs are leveraged by appeals to habit or emotion.

History and philosophy

The academic study of persuasion began with the
Greeks The Greeks or Hellenes (; el, Έλληνες, ''Éllines'' ) are an ethnic group An ethnic group or ethnicity is a grouping of people A people is any plurality of person A person (plural people or persons) is a being that has cer ...
, who emphasized
rhetoric Rhetoric () is the art Art is a diverse range of (products of) human activities Humans (''Homo sapiens'') are the most populous and widespread species of primates, characterized by bipedality, opposable thumbs, hairlessness, and ...
elocution Elocution is the study of formal speaking in pronunciationPronunciation is the way in which a word or a language A language is a structured system of communication used by humans, including speech (spoken language), gestures (Signed languag ...

as the highest standard for a successful politician. All trials were held in front of the Assembly, and both the prosecution and the defense rested on the persuasiveness of the speaker.
Ancient Greece Ancient Greece ( el, Ἑλλάς, Hellás) was a civilization belonging to a period of History of Greece, Greek history from the Greek Dark Ages of the 12th–9th centuries BC to the end of Classical Antiquity, antiquity ( AD 600). This era wa ...
Rhetoric was the ability to find the available means of persuasion in any instance. The Greek philosopher
Aristotle Aristotle (; grc-gre, Ἀριστοτέλης ''Aristotélēs'', ; 384–322 BC) was a Greek philosopher A philosopher is someone who practices philosophy Philosophy (from , ) is the study of general and fundamental quest ...

listed four reasons why one should learn the art of persuasion: # truth and justice are perfect; thus if a case loses, it is the fault of the speaker # it is an excellent tool for teaching # a good rhetorician needs to know how to argue both sides to understand the whole problem and all the options, and # there is no better way to defend one's self. Aristotle's rhetorical proofs: #
ethos Ethos ( or ) is a Greek#REDIRECT Greek Greek may refer to: Greece Anything of, from, or related to Greece Greece ( el, Ελλάδα, , ), officially the Hellenic Republic, is a country located in Southeast Europe. Its population is appro ...

(credibility) : refers to the effort to convince your audience of your credibility or character . #
logos ''Logos'' (, ; grc, λόγος ''Logos'' (, ; grc, λόγος ''Logos'' (, ; grc, λόγος, lógos; from , , ) is a term in Western philosophy Western philosophy refers to the philosophy, philosophical thought and work of the W ...

(reason) : refers to the effort to convince your audience by using logic and reason . #
pathos Pathos (, ; plural: ''pathea'' or ''pathê''; , for "suffering Suffering, or pain in a broad sense, may be an experience of unpleasantness and aversion associated with the perception of harm or threat of harm in an individual. Suffering is the ...

(emotion): refers to the effort to persuade your audience by making an appeal to their feelings.

Ethics of persuasion

Many philosophers have commented on the morality of persuasion.
Socrates Socrates (; ; –399 BC) was a Greek philosopher from Athens Athens ( ; el, Αθήνα, Athína ; grc, Ἀθῆναι, Athênai (pl.) ) is the capital city, capital and List of cities in Greece, largest city of Greece. Athens domi ...

argued that rhetoric was based on appearances rather than the essence of a matter.
Thomas Hobbes Thomas Hobbes ( ; sometimes known as Thomas Hobbes of Malmesbury; 5 April 1588 – 4 December 1679) was an , considered to be one of the founders of modern . Hobbes is best known for his 1651 book ', in which he expounds an influential form ...
was critical of use rhetoric to create controversy, particularly the use of metaphor.
Immanuel Kant Immanuel Kant (, , ; 22 April 1724 – 12 February 1804) was a German philosopher A philosopher is someone who practices philosophy Philosophy (from , ) is the study of general and fundamental questions, such as those about r ...

Immanuel Kant
was critical of rhetoric, arguing that it could cause people to reach conclusions that are at odds with those that they would have reached if they had applied their full judgment. He draws parallels between the function of rhetoric and the deterministic function of the mind like a machine.
Aristotle Aristotle (; grc-gre, Ἀριστοτέλης ''Aristotélēs'', ; 384–322 BC) was a Greek philosopher A philosopher is someone who practices philosophy Philosophy (from , ) is the study of general and fundamental quest ...

was critical of persuasion, though argued that judges would often allow themselves to be persuaded by choosing to apply emotions rather than reason. However, he argued that persuasion could be used to induce an individual to apply reason and judgment.


There are many psychological theories for what influences an individuals behaviour in different situations. These theories will have implications about how persuasion works.

Attribution theory

Humans attempt to explain the actions of others through either dispositional attribution or situational attribution.
Dispositional attribution Dispositional attribution is a poorly understood phenomenon in personality psychology that is thought to explain human behavior at the level of an individual social actor. It is thought to be caused by internal characteristics that reside within th ...
, also referred to as internal attribution, attempts to point to a person's traits, abilities, motives, or dispositions as a cause or explanation for their actions. A citizen criticizing a president by saying the nation is lacking economic progress and health because the president is either lazy or lacking in economic intuition is utilizing a dispositional attribution.
Situational attribution Humans are motivated to assign causes to their actions and behaviors. Social psychology states that attribution is the process by which individuals explain the causes of behavior and events as being either external or internal. Models to explain th ...
, also referred to as external attribution, attempts to point to the context around the person and factors of his surroundings, particularly things that are completely out of his control. A citizen claiming that a lack of economic progress is not a fault of the president but rather the fact that he inherited a poor economy from the previous president is situational attribution. A
fundamental attribution error In social psychology, fundamental attribution error (FAE), also known as correspondence bias or attribution effect, is the tendency for people to under-emphasize situational explanations for an individual's observed behavior while over-emphasizing d ...
occurs when people wrongly attribute either a shortcoming or accomplishment to internal factors, and disregarding any external factors. In general, people tend to make dispositional attributions more often than situational attributions when trying to explain or understand a person's behavior. This happens when we are much more focused on the individual because we do not know much about their situation or context. When trying to persuade others to like us or another person, we tend to explain positive behaviors and accomplishments with dispositional attribution, but our own negative behaviors and shortcomings with situational attributions.

Behaviour change theories

The what of planned behaviour is the foremost theory of behaviour change. It has support from meta-analyses which reveals it can predict around 30% of behaviour. Theories, by nature however, prioritise internal validity, over external validity. They are coherent and therefore make for an easily reappropriated story. On the other hand, they will correspond more poorly with the evidence, and mechanics of reality, than a straightforward itemisation of the behaviour change interventions (techniques) by their individual efficacy. These behaviour change interventions have been categorised by behaviour scientists. A mutually exclusive, comprehensively exhaustive (MECE) translation of this taxonomy, in decreasing order of effectiveness are: # positive and negative consequences # offering/removing incentives, # offering/removing threats/punishments, # distraction, # changing exposure to cues (triggers) for the behaviour, # prompts/cues, # goal-setting, # (increasing the salience of) emotional/health/social/environmental/regret consequences, # self-monitoring of the behaviour and outcomes of behaviour, # mental rehearsal of successful performance (planning?), # self-talk, # focus on past success, # comparison of outcomes via persuasive argument, # pros/cons and comparative imaging of future outcomes, # identification of self as role model, # self-affirmation, # reframing, # cognitive dissonance, # reattribution, # (increasing salience of) antecedents A typical instantiations of these techniques in therapy isexposure / response prevention for OCD.

Conditioning theories

Conditioning plays a huge part in the concept of persuasion. It is more often about leading someone into taking certain actions of their own, rather than giving direct commands. In advertisements for example, this is done by attempting to connect a positive emotion to a brand/product logo. This is often done by creating commercials that make people laugh, using a sexual undertone, inserting uplifting images and/or music etc. and then ending the commercial with a brand/product logo. Great examples of this are professional athletes. They are paid to connect themselves to things that can be directly related to their roles; sport shoes, tennis rackets, golf balls, or completely irrelevant things like soft drinks, popcorn poppers and panty hose. The important thing for the advertiser is to establish a connection to the consumer. This conditioning is thought to affect how people view certain products, knowing that most purchases are made on the basis of emotion. Just like you sometimes recall a memory from a certain smell or sound, the objective of some ads is solely to bring back certain emotions when you see their logo in your local store. The hope is that repeating the message several times makes consumers more likely to purchase the product because they already connect it with a good emotion and positive experience.
Stefano DellaVigna Stefano DellaVigna (born June 19, 1973) is an Italian economist and the Daniel E. Koshland, Sr. Distinguished Professor of Economics and Professor of Business Administration at the University of California, Berkeley. Born in Como Como (, ; l ...
and Matthew Gentzkow did a comprehensive study on the effects of persuasion in different domains. They discovered that persuasion has little or no effect on advertisement; however, there was a substantial effect of persuasion on voting if there was face-to-face contact.

Cognitive dissonance theory

Leon Festinger Leon Festinger (8 May 1919 – 11 February 1989) was an American social psychologist Social psychology is the scientific study of how the thoughts, feelings, and behavior Behavior (American English) or behaviour (British English; Am ...
originally proposed the theory of cognitive dissonance in 1957. He theorized that human beings constantly strive for mental consistency. Our cognition (thoughts, beliefs, or attitudes) can be in agreement, unrelated, or in disagreement with each other. Our cognition can also be in agreement or disagreement with our behaviors. When we detect conflicting cognition, or dissonance, it gives us a sense of incompleteness and discomfort. For example, a person who is addicted to smoking cigarettes but also suspects it could be detrimental to his health suffers from cognitive dissonance. Festinger suggests that we are motivated to reduce this dissonance until our cognition is in harmony with itself. We strive for mental consistency. There are four main ways we go about reducing or eliminating our dissonance: # changing our minds about one of the facets of cognition # reducing the importance of a cognition # increasing the overlap between the two, and # re-evaluating the cost/reward ratio. Revisiting the example of the smoker, he can either quit smoking, reduce the importance of his health, convince himself he is not at risk, or that the reward of smoking is worth the cost of his health. Cognitive dissonance is powerful when it relates to competition and
self-concept One's self-concept (also called self-construction, self-identity, self-perspective or self-structure) is a collection of beliefs about oneself. Generally, self-concept embodies the answer to the question ''"Who am I?"'' Self-concept is disting ...

. The most famous example of how cognitive dissonance can be used for persuasion comes from Festinger and Carlsmith's 1959 experiment in which participants were asked to complete a very dull task for an hour. Some were paid $20, while others were paid $1, and afterwards they were instructed to tell the next waiting participants that the experiment was fun and exciting. Those who were paid $1 were much more likely to convince the next participants that the experiment really was enjoyable than those who received $20. This is because $20 is enough reason to participate in a dull task for an hour, so there is no dissonance. Those who received $1 experienced great dissonance, so they had to truly convince themselves that the task actually was enjoyable to avoid feeling taken advantage of, and therefore reduce their dissonance.

Elaboration likelihood model

Persuasion has traditionally been associated with two routes. * Central route: Whereby an individual evaluates information presented to them based on the pros and cons of it and how well it supports their values * Peripheral route: Change is mediated by how attractive the source of communication is and by bypassing the deliberation process. The Elaboration likelihood model (ELM) forms a new facet of the route theory. It holds that the probability of effective persuasion depends on how successful the communication is at bringing to mind a relevant mental representation, which is the elaboration likelihood. Thus if the target of the communication is personally relevant, this increases the elaboration likelihood of the intended outcome and would be more persuasive if it were through the central route. Communication which does not require careful thought would be better suited to the peripheral route.

Functional theories

Functional theorists attempt to understand the divergent attitudes individuals have towards people, objects or issues in different situations. There are four main functional attitudes: # Adjustment function: A main motivation for individuals is to increase positive external rewards and minimize the costs. Attitudes serve to direct behavior towards the rewards and away from punishment. # Ego Defensive function: The process by which an individual protects their ego from being threatened by their own negative impulses or threatening thoughts. # Value-expressive: When an individual derives pleasure from presenting an image of themselves which is in line with their self-concept and the beliefs that they want to be associated with. # Knowledge function: The need to attain a sense of understanding and control over one's life. An individual's attitudes therefore serve to help set standards and rules which govern their sense of being. When communication targets an underlying function, its degree of persuasiveness influences whether individuals change their attitude after determining that another attitude would more effectively fulfill that function.

Inoculation theory

A vaccine introduces a weak form of a virus that can easily be defeated to prepare the immune system should it need to fight off a stronger form of the same virus. In much the same way, the theory of inoculation suggests that a certain party can introduce a weak form of an argument that is easily thwarted in order to make the audience inclined to disregard a stronger, full-fledged form of that argument from an opposing party. This often occurs in negative advertisements and comparative advertisements—both for products and political causes. An example would be a manufacturer of a product displaying an ad that refutes one particular claim made about a rival's product, so that when the audience sees an ad for said rival product, they refute the product claims automatically.

Narrative transportation theory

Narrative transportation theory proposes that when people lose themselves in a story, their attitudes and intentions change to reflect that story. The mental state of narrative transportation can explain the persuasive effect of stories on people, who may experience narrative transportation when certain contextual and personal preconditions are met, as Green and Brock postulate for the transportation-imagery model. Narrative transportation occurs whenever the story receiver experiences a feeling of entering a world evoked by the narrative because of empathy for the story characters and imagination of the story plot.

Social judgment theory

Social judgment theory suggests that when people are presented with an idea or any kind of persuasive proposal, their natural reaction is to immediately seek a way to sort the information subconsciously and react to it. We evaluate the information and compare it with the attitude we already have, which is called the initial attitude or anchor point. When trying to sort incoming persuasive information, an audience evaluates whether it lands in their latitude of acceptance, latitude of non-commitment or indifference, or the latitude of rejection. The size of these latitudes varies from topic to topic. Our "ego-involvement" generally plays one of the largest roles in determining the size of these latitudes. When a topic is closely connected to how we define and perceive ourselves, or deals with anything we care passionately about, our latitudes of acceptance and non-commitment are likely to be much smaller and our attitude of rejection much larger. A person's anchor point is considered to be the center of his latitude of acceptance, the position that is most acceptable to him. An audience is likely to distort incoming information to fit into their unique latitudes. If something falls within the latitude of acceptance, the subject tends to assimilate the information and consider it closer to his anchor point than it really is. Inversely, if something falls within the latitude of rejection, the subject tends to contrast the information and convince himself the information is farther away from his anchor point than it really is. When trying to persuade an individual target or an entire audience, it is vital to first learn the average latitudes of acceptance, non-commitment, and rejection of your audience. It is ideal to use persuasive information that lands near the boundary of the latitude of acceptance if the goal is to change the audience's anchor point. Repeatedly suggesting ideas on the fringe of the acceptance latitude makes people gradually adjust their anchor points, while suggesting ideas in the rejection latitude or even the non-commitment latitude does not change the audience's anchor point.


Persuasion methods are also sometimes referred to as ''persuasion tactics'' or ''persuasion strategies''.

Use of force

There is the
use of force The use of force, in the context of law enforcement, may be defined as the "amount of effort required by police to compel compliance by an unwilling subject". Use of force doctrines can be employed by law enforcement officers and military person ...
in persuasion, which does not have any scientific theories, except for its use to make demands. The use of force is then a precedent to the failure of less direct means of persuasion. Application of this strategy can be interpreted as a threat since the persuader does not give options to his or her request.

Weapons of influence

Robert Cialdini Robert Beno Cialdini (born April 27, 1945) is the Regents' Professor Emeritus of Psychology and Marketing at Arizona State University and was a visiting professor of marketing, business and psychology at Stanford University, as well as at the Univ ...
, in ''Influence'', his book on persuasion, defined six "influence cues or weapons of influence": Influence is the process of changing.


The principle of reciprocity states that when a person provides us with something, we attempt to repay him or her in kind. Reciprocation produces a sense of obligation, which can be a powerful tool in persuasion. The reciprocity rule is effective because it can be overpowering and instill in us a sense of obligation. Generally, we have a dislike for individuals who neglect to return a favor or provide payment when offered a free service or gift. As a result, reciprocation is a widely held principle. This societal standard makes reciprocity extremely powerful persuasive technique, as it can result in unequal exchanges and can even apply to an uninvited first favor. Reciprocity applies to the marketing field because of its use as a powerful persuasive technique. The marketing tactic of "free samples" demonstrates the reciprocity rule because of the sense of obligation that the rule produces. This sense of obligation comes from the desire to repay the marketer for the gift of a "free sample."

Commitment and consistency

Consistency is an important aspect of persuasion because it: # is highly valued by society, # results in a beneficial approach to daily life, and # provides a valuable shortcut through the complicated nature of modern existence. Consistency allows us to more effectively make decisions and process information. The concept of consistency states that someone who commits to something, orally or in writing, is more likely to honor that commitment. This is especially true for written commitments, as they appear psychologically more concrete and can create hard proof. Someone who commits to a stance tends to behave according to that commitment. Commitment is an effective persuasive technique, because once you get someone to commit, they are more likely to engage in self-persuasion, providing themselves and others with reasons and justifications to support their commitment in order to avoid dissonance. Cialdini notes Vietnamese
brainwashing Brainwashing (also known as mind control, menticide, coercive persuasion, thought control, thought reform, and re-education) is the concept that the human mind Humans (''Homo sapiens'') are the most abundant and widespread species of prim ...
of American
prisoners of war A prisoner of war (POW) is a non-combatant—whether a military member, an irregular military fighter, or a civilian—who is held captive by a belligerent power during or immediately after an armed conflict War is an intense arm ...
to rewrite their self-image and gain automatic unenforced compliance. Another example is children being made to repeat the
Pledge of Allegiance The Pledge of Allegiance of the United States The United States of America (USA), commonly known as the United States (U.S. or US), or America, is a country Contiguous United States, primarily located in North America. It consists of 50 ...
each morning and why marketers make you close popups by saying "I'll sign up later" or "No thanks, I prefer not making money".

Social proof

Social learning, also known as social proof, is a core principle among almost all forms of persuasion. It is based on the idea of peer influence, and is considered essential for audience-centered approaches to persuasive messages. The principle of social proof suggests what people believe or do is typically learned by observing the norms of those around us. People naturally conform their actions and beliefs to fit what society expects, as the rewards for doing so are usually greater than standing out. "The power of the crowd" is thought to be highly involved in the decisions we make. Social proof is often utilized by people in a situation that requires a decision be made. In uncertain or ambiguous situations, when multiple possibilities create choices we must make, people are likely to conform to what others do. We take cues from those around us as to what the appropriate behavior is in that moment. People often feel they will make fewer mistakes "by acting in accord with social evidence than by behaving contrary to it."


This principle is simple and concise. People say "yes" to people that they like. Two major factors contribute to overall likeness. The first is physical attractiveness. People who are physically attractive seem more persuasive. They get what they want and they can easily change others' attitudes. This attractiveness is proven to send favorable messages/impressions of other traits that a person may have, such as talent, kindness, and intelligence. The second factor is similarity. People are more easily persuaded by others they deem as similar to themselves.


People are more prone to believing those with authority. They have the tendency to believe that if an expert says something, it must be true. People are more likely to adhere to opinions of individuals who knowledgeable and trustworthy. Although a message often stands or falls on the weight of its ideas and arguments, a person's attributes or implied authority can have a large effect on the success of their message. In
The True Believer ''The True Believer: Thoughts on the Nature of Mass Movements'' is a non-fiction book authored by American philosopher Eric Hoffer. Published in 1951, it depicts a variety of arguments in terms of applied world history and social psychology ...
, Eric Hoffer noted, "People whose lives are barren and insecure seem to show a greater willingness to obey than people who are self-sufficient and self-confident. To the frustrated, freedom from responsibility is more attractive than freedom from restraint. . . . They willingly abdicate the directing of their lives to those who want to plan, command and shoulder all responsibility." In the Milgram study, a series of experiments begun in 1961, a "teacher" and a "learner" were placed in two different rooms. The "learner" was attached to an electric harness that could administer shock. The "teacher" was told by a supervisor, dressed in a white scientist's coat, to ask the learner questions and punish him when he got a question wrong. The teacher was instructed by the study supervisor to deliver an electric shock from a panel under the teacher's control. After delivery, the teacher had to up the voltage to the next notch. The voltage went up to 450 volts. The catch to this experiment was that the teacher did not know that the learner was an actor faking the pain sounds he heard and was not actually being harmed. The experiment was being done to see how obedient we are to authority. "When an authority tells ordinary people it is their job to deliver harm, how much suffering will each subject be willing to inflict on an entirely innocent other person if the instructions come 'from above'?." In this study, the results showed that the teachers were willing to give as much pain as was available to them. The conclusion was that people are willing to bring pain upon others when they are directed to do so by some authority figure.


Scarcity could play an important role in the process of persuasion. When something has limited availability, people assign it more value. According to Cialdini, "people want more of what they cannot have." When scarcity is an issue, the context matters. This means that within certain contexts, scarcity "works" better. To get people to believe that something is scarcer, marketers explain what about that certain product provides what no other product does. Marketers also get people to believe something is scarce by telling them what they will lose, not what they will gain—using statements like, "You will lose $5," rather than, "Save $5." There are two major reasons why the scarcity principle works: * When things are difficult to get, they are usually more valuable, so that can make it seem to have better quality. * When things become less available, we could lose the chance to acquire them. When this happens, we assign the scarce item or service more value simply because it is harder to acquire. This principle is that we all want things that are out of our reach. If we see something is easily available, we do not want it as much as something that is very rare.


Individuals high on the Machiavellianism trait have tendencies to engage in manipulation and
deceit Deception or falsehood is an act or statement which misleads, hides the truth Truth is the property of being in accord with fact or reality.Merriam-Webster's Online Dictionarytruth 2005 In everyday language, truth is typically ascribed to ...
to gain self benefits for themselves.

List of methods

By appeal to reason: *
Logic Logic is an interdisciplinary field which studies truth and reasoning. Informal logic seeks to characterize Validity (logic), valid arguments informally, for instance by listing varieties of fallacies. Formal logic represents statements and ar ...

Logical argument In logic and philosophy, an argument is a series of statements (in a natural language), called the premises or premisses (both spellings are acceptable), intended to determine the degree of truth of another statement, the conclusion. The logical ...
Rhetoric Rhetoric () is the art Art is a diverse range of (products of) human activities Humans (''Homo sapiens'') are the most populous and widespread species of primates, characterized by bipedality, opposable thumbs, hairlessness, and ...
Scientific evidence Scientific evidence is evidence Evidence for a proposition is what supports this proposition. It is usually understood as an indication that the supported proposition is true. What role evidence plays and how it is conceived varies from field ...
(proof) *
Scientific method The scientific method is an empirical Empirical evidence for a proposition is evidence, i.e. what supports or counters this proposition, that is constituted by or accessible to sense experience or experimental procedure. Empirical evidence ...

Scientific method
By appeal to emotion: * Cosmetic Advertising *
Presentation A presentation conveys information from a speaker to an audience An audience is a group of people who participate in a show or encounter a work of art A work of art, artwork, art piece, piece of art or art object is an a ...

Imagination Imagination is the ability to produce and simulate novel objects, sensations, and ideas in the mind The mind is the set of faculties responsible for mental Phenomenon, phenomena. Often the term is also identified with the phenomena themselves. ...

Pity Pity is a Sympathy, sympathetic sorrow (emotion), sorrow evoked by the suffering of others, and is used in a comparable sense to ''compassion'', ''condolence'' or ''empathy'' - the word deriving from the Latin ''Pietas, pietās'' (etymon also o ...

Propaganda Propaganda is communication that is primarily used to Social influence, influence an audience and further an Political agenda, agenda, which may not be Objectivity (journalism), objective and may be selectively presenting facts to encourage a pa ...
* Manipulation (psychology) *
Seduction Seduction has multiple meanings. Platonically, it can mean "to persuade to disobedience or disloyalty", or "to lead astray, usually by persuasion or false promises". Strategies of seduction include conversation and sexual scripts, paralingual fe ...
Tradition A tradition is a belief A belief is an attitude Attitude may refer to: Philosophy and psychology * Attitude (psychology) In psychology Psychology is the science of mind and behavior. Psychology includes the study of conscious ...

Aids to persuasion: *
Body language Body language is a type of nonverbal communication Nonverbal communication (NVC) is the transmission of messages or signals through a nonverbal platform such as eye contact, facial expressions, gestures, Posture (psychology), posture, and bo ...

Body language
* Communication skill or
Rhetoric Rhetoric () is the art Art is a diverse range of (products of) human activities Humans (''Homo sapiens'') are the most populous and widespread species of primates, characterized by bipedality, opposable thumbs, hairlessness, and ...
Personality tests A personality test is a method of assessing human personality Personality is the characteristic sets of behavior Behavior (American English) or behaviour (British English; American and British English spelling differences#-our, -or, see s ...
and conflict style inventory help devise strategy based on an individual's preferred style of interaction *
Sales techniques Sales are activities related to selling or the number of goods sold in a given targeted time period. The delivery of a service for a cost is also considered a sale. The seller, or the provider of the Goods and services, goods or services, co ...
Other techniques: *
Deception Deception or falsehood is an act or statement which misleads, hides the truth, or promotes a belief, concept, or idea that is not true. It is often done for personal gain or advantage. Deception can involve dissimulation, propaganda and sleight ...
Hypnosis File:Photographic Studies in Hypnosis, Abnormal Psychology (1938).ogv, thumbtime=7, ''Photographic Studies in Hypnosis, Abnormal Psychology'' (1938) Hypnosis is a human condition involving focused attention (the selective attention/select ...

Power (social and political) In social science Social science is the branch A branch ( or , ) or tree branch (sometimes referred to in botany Botany, also called , plant biology or phytology, is the science of plant life and a branch of biology. A bo ...
* Subliminal advertising Coercive techniques, some of which are highly controversial or not scientifically proven effective: *
Brainwashing Brainwashing (also known as mind control, menticide, coercive persuasion, thought control, thought reform, and re-education) is the concept that the human mind can be altered or controlled by certain psychological techniques. Brainwashing is sa ...
Coercive persuasion Coercion () is compelling a party to act in an involuntary manner by use of threats, including propaganda or force. It involves a set of various types of forceful actions that violate the free will of an individual to induce a desired response ...
Force In physics, a force is an influence that can change the motion (physics), motion of an Physical object, object. A force can cause an object with mass to change its velocity (e.g. moving from a Newton's first law, state of rest), i.e., to acce ...

Mind control Brainwashing (also known as mind control, menticide, coercive persuasion, thought control, thought reform, and re-education) is the concept that the human mind Humans (''Homo sapiens'') are the most abundant and widespread species of pri ...
Torture Torture is the deliberate infliction of severe pain or suffering Suffering, or pain in a broad sense, may be an experience of unpleasantness and aversion associated with the perception of harm or threat of harm in an individual. Suffering i ...


Relationship-based persuasion of Shell and Moussa

In their book ''The Art of Woo'', G. Richard Shell and Mario Moussa present a four-step approach to strategic persuasion. They explain that persuasion means to win others over, not to defeat them. Thus it is important to see the topic from different angles in order to anticipate the reaction others have to a proposal. ;Step 1 Survey the situation :This step includes an analysis of the persuader's situation, goals, and challenges that the persuader faces in his or her organization. ;Step 2 Confront the five barriers :Five obstacles pose the greatest risks to a successful influence encounter: relationships, credibility, communication mismatches, belief systems, and interest and needs. ;Step 3 Make the pitch :People need a solid reason to justify a decision, yet at the same time many decisions are made on the basis of intuition. This step also requires presentation skills. ;Step 4 Secure commitments :To safeguard the longtime success of a persuasive decision, it is vital to deal with politics at both the individual and organizational level.

In culture

It is through a basic cultural personal definition of persuasion that everyday people understand how others are attempting to influence them and then how they influence others. The dialogue surrounding persuasion is constantly evolving because of the necessity to use persuasion in everyday life. Persuasion tactics traded in society have influences from researchers, which may sometimes be misinterpreted. To keep evolutionary advantage, in the sense of wealth and survival, you must persuade and not be persuaded. To understand cultural persuasion, researchers gather knowledge from domains such as "buying, selling,
advertising Advertising is a marketing Marketing is the process of intentionally stimulating demand for and purchases of goods and services; potentially including selection of a target audience; selection of certain attributes or themes to emphasi ...

, and shopping, as well as parenting and courting."Friestad, Marian; Wright, Peter. Everyday persuasion knowledge. Psychology & Marketing16. 2 (Mar 1999) Methods of persuasion vary by culture, both in prevalence and effectiveness. For example, advertisements tend to appeal to different values according to whether they are used in
collectivistic Collectivism is a value that is characterized by emphasis on Group cohesiveness, cohesiveness among individuals and prioritization of the group over the self. Individuals or groups that subscribe to a collectivist worldview tend to find common val ...
individualistic Individualism is the moral stance, political philosophy Political philosophy is the philosophical study of government, addressing questions about the nature, scope, and legitimacy of public agents and institutions and the relationships betwe ...

Persuasion Knowledge Model (PKM)

The Persuasion Knowledge Model (PKM) was created by Friestad and Wright in 1994. This framework allows the researchers to analyze the process of gaining and using everyday persuasion knowledge. The researchers suggest the necessity of including "the relationship and interplay between everyday folk knowledge and scientific knowledge on persuasion, advertising, selling, and marketing in general." To educate the general population about research findings and new knowledge about persuasion, a teacher must draw on their pre-existing beliefs from folk persuasion to make the research relevant and informative to lay people, which creates "mingling of their scientific insights and commonsense beliefs." As a result of this constant mingling, the issue of persuasion expertise becomes messy. Expertise status can be interpreted from a variety of sources like job titles, celebrity, or published scholarship. It is through this multimodal process that we create concepts like, "Stay away from car salesmen, they will try to trick you." The kind of persuasion techniques blatantly employed by car salesmen creates an innate distrust of them in popular culture. According to Psychology Today, they employ tactics ranging from making personal life ties with the customer to altering reality by handing the customer the new car keys before the purchase. Campbell proposed and empirically demonstrated that some persuasive advertising approaches lead consumers to infer manipulative intent on the marketer's part. Once consumers infer manipulative intent, they are less persuaded by the marketer, as indicated by attenuated advertising attitudes, brand attitudes and purchase intentions. Cambpell and Kirmani developed an explicit model of the conditions under which consumers use persuasion knowledge in evaluating influence agents such as salespersons.


An article showed that EEG measures of anterior prefrontal asymmetry might be a predictor of persuasion. Research participants were presented with arguments that favored and arguments that opposed the attitudes they already held. Those whose brain was more active in left prefrontal areas said that they paid the most attention to statements with which they agreed while those with a more active right prefrontal area said that they paid attention to statements that disagreed. This is an example of defensive repression, the avoidance or forgetting of unpleasant information. Research has shown that the trait of defensive repression is related to relative left prefrontal activation. In addition, when pleasant or unpleasant words, probably analogous to agreement or disagreement, were seen incidental to the main task, an fMRI scan showed preferential left prefrontal activation to the pleasant words. One way therefore to increase persuasion would seem to be to selectively activate the right prefrontal cortex. This is easily done by monaural stimulation to the contralateral ear. The effect apparently depends on selective attention rather than merely the source of stimulation. This manipulation had the expected outcome: more persuasion for messages coming from the left.

See also


Further reading

* Cialdini, Robert B.
Harnessing the Science of Persuasion

. ''
Harvard Business Review ''Harvard Business Review'' (HBR) is a general management Management (or managing) is the administration of an organization, whether it is a business, a not-for-profit organization, or government body. Management includes the activitie ...
''. October 2001. *Druckman, James N. 2022. " A Framework for the Study of Persuasion." ''Annual Review of Political Science''. *Herbert I. Abelson, ''Persuasion: How opinions and attitudes are changed'', Springer Publishing Company, 1965 * Richard E. Vatz, ''The Only Authentic Book of Persuasion'', Kendall Hunt, 2013

External links

{{Authority control Attitude change Belief