Written by the Fiveable Content Team • Last updated September 2025
Verified for the 2026 exam
Verified for the 2026 exam•Written by the Fiveable Content Team • Last updated September 2025
Definition
Persuasion theory refers to the study of how attitudes and beliefs are influenced and changed through various methods of communication.
Related terms
Cognitive dissonance: This term refers to the uncomfortable feeling that arises when there is a discrepancy between our attitudes or beliefs and our behavior.
Elaboration likelihood model: This model explains how individuals process persuasive messages, either through deep thinking (central route) or superficial cues (peripheral route).
Social influence: Social influence refers to the ways in which others can affect our thoughts, feelings, and behaviors.