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 language | English (US) |
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Title of host publication | Theories and Models of Communication |
Publisher | Walter de Gruyter GmbH |
Pages | 273-288 |
Number of pages | 16 |
ISBN (Electronic) | 9783110240450 |
ISBN (Print) | 9783110240443 |
DOIs | |
State | Published - Jan 1 2013 |
All Science Journal Classification (ASJC) codes
- General Arts and Humanities
- General Social Sciences