Communication as persuasion

Research output: Chapter in Book/Report/Conference proceedingChapter

2 Scopus citations


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
Number of pages16
ISBN (Electronic)9783110240450
ISBN (Print)9783110240443
StatePublished - Jan 1 2013

All Science Journal Classification (ASJC) codes

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


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