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Persuasion and Social Influence Theories

  • By: John S. Seiter
  • In: Encyclopedia of Communication Theory
  • Edited by: Stephen W. Littlejohn & Karen A. Foss
  • Subject:General Media, Communication & Cultural Studies, Communication Theory

Persuasion—the activity of creating, reinforcing, or modifying beliefs, attitudes, or behaviors—is a major underlying motivation for human communication and the fountainhead of communication studies. During Greece's golden age from the 5th through 4th centuries B.C., a group of ...

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