Persuasion is when one individual or group intentionally uses messages to change the attitudes of one or more others. Attitudes represent the evaluations of objects and/or behaviors toward objects. There are a variety of measures and inductions that tend to be used in persuasion research. This entry examines measures used to carry out persuasion research and experimental inductions in persuasion research.

Measures in Persuasion Research

Attitudes are the most common outcome measure of persuasion research, though there are many applied contexts in which actual behavior is also of interest. Many types of attitude measures exist but the two most commonly used are Likert and semantic differential items. Researchers most often measure attitudes directly after message exposure. They rely on random assignment to ensure that differences in attitudes ...

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