Persuasion header image
The Nature of Attitudes and Persuasion

The Yale Approach

Congruity Theory

Cognitive Dissonance Theory

Social Judgment/ Involvement Theory

Information Integration Theory

Theory of Reasoned Action

Elaboration Likelihood Model

Home

Welcome to the wpe31.jpg (2182 bytes) Web site on Persuasion! This site provides an introduction to the study of persuasion. An overview essay is provided to introduce you to the nature of persuasion, to explain why persuasion is worth studying, and to define important basic concepts. Each of the remaining main sections of the site covers one of seven influential theories about persuasion.
 

  • The Yale Approach

  • Congruity Theory

  • Cognitive Dissonance Theory

  • Social Judgment/Involvement Theory

  • Information Integration Theory

  • Theory of Reasoned Action

  • Elaboration Likelihood Model
     

The site also includes, at the end of each section, a self-test so you can check your understanding and a list of the sources that were used in compiling the information presented in it, if you should decide to read further. 


This project was developed by William L. Benoit, Ph.D. 
with funding from the
Communication Institute for Online Scholarship as part of the

 

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