Communication as persuasion

Research output: Chapter in Book/Report/Conference proceedingChapter

2 Scopus citations

Abstract

This chapter reviews persuasion as a form of communication, and focuses on the social scientific study of persuasion since the mid-twentieth century. The chapter provides an overview of some key theories and models of persuasion that focuses on the process of persuasion, including cognitively-oriented theories (cognitive dissonance, balance, congruity, computational theories, and dual process models), and affectively-oriented theories (the drive model, parallel process models, and discrete emotions models). This chapter also calls for a synergy of cognition and affect in persuasion research.

Original languageEnglish (US)
Title of host publicationTheories and Models of Communication
PublisherWalter de Gruyter GmbH
Pages273-288
Number of pages16
ISBN (Electronic)9783110240450
ISBN (Print)9783110240443
DOIs
StatePublished - Jan 1 2013

All Science Journal Classification (ASJC) codes

  • Arts and Humanities(all)
  • Social Sciences(all)

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    Shen, L. (2013). Communication as persuasion. In Theories and Models of Communication (pp. 273-288). Walter de Gruyter GmbH. https://doi.org/10.1515/9783110240450.273