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Welcome to the
 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.
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The Yale Approach
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Congruity Theory
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Cognitive Dissonance Theory
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Social Judgment/Involvement
Theory
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Information Integration Theory
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Theory of Reasoned Action
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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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