2026/03/24 by Shima Saniei, Lukas Parker · 1 voice
Arts and Humanities · Psychology · Social Sciences · #Communication in Education and Healthcare #Psychology of Social Influence #Rhetoric and Communication Studies
paper · doi:10.4324/9781003543589-18
openalex publication_date 2026/03/24 · openalex created_date 2026/03/25 · openalex updated_date 2026/07/23
This chapter explores persuasion as a fundamental aspect of human communication, shaping how we think, feel, and act in everyday life and professional settings. From casual conversations to public campaigns, persuasion plays a key role in shaping beliefs, attitudes, and behaviours. Understanding people is essential in the mission to persuade. Therefore, the chapter examines how audience factors, including cognitive biases, cultural values, and social identity, influence the interpretation of messages. The chapter defines persuasion as a deliberate communicative act built on logic, emotion, and credibility, which relates to two influential models: Aristotle’s Rhetoric—focusing on ethos, pathos, and logos—and the Theory of Planned Behaviour. These theories help explain how persuasive messages are constructed and how people form intentions and make decisions. These insights highlight the importance of tailoring communication to different groups and contexts. A deeper understanding of these dynamics enables us to design ethically sound, strategically effective messages while cultivating a critical awareness of how persuasion shapes our perceptions and choices.