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- Info
Theories of persuasion
| Author: |
Severin, W.J.; Tankard, J.W. |
| Date: |
2001 |
| Periodical: |
In: Communication theories. New York: Allyn & Bacon |
| Abstract: |
One of the most basic forms of communication is persuasion. Persuasion has been defined as "attitude change resulting from exposure to information from others” (Olson and Zanna, 1993, p. 135). A great deal of research has been conducted dealing with communication aimed at changing attitudes. Many attitudes are difficult to change. Attitudes usually have value and utility for the person who holds them, and they are often tied to a person's ego or sense of identity. Often attempts to change a person's attitudes are seen as a threat and are met with resistance. |
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