II. What Is Persuasion?

  1. Process of Change
    1. Baseline level --- "persuasion" --- new level
    2. Persuasion seeks change, not mere information gain

  2. Requires Communication
    1. Sources use Messages to Change Receivers, not Guns
    2. Implies uncertainty, mutuality, and freedom

  3. Changes Attitude
    1. Persuasion seeks internal change, not external
    2. External change may follow


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Updated March 21, 1996; Copyright © SBB, 1996