The Nature of Attitudes and Persuasion

The Nature of Attitudes and Persuasion

What is Persuasion
Why Study Persuasion?
Persuasion is an Alternative to Apathy or Coercion
The Nature of Attitudes
The Process of Persuasion
Glossary
Additional Readings
Self-Test

Glossary
attitude: a cognition (thought) that is learned through experience and influences a person’s behavior; comprised of (relevant) belief/value pairs

belief: a statement of fact, potentially verifiable

value: a judgment of worth

persuasion: the use of messages to influence an audience (help achieve a goal of the persuader)