Persuasion or persuasive communication is a type of social science in which one aims at guiding people to adopt an idea, action or attitude using rational and symbolic means (Cialdini, 2001). Persuasion therefore relies on appeal rather than force. Persuasive communication can be divided into three main parts: the communicator or persuader, the message and the audience. The combination of traits and characteristics of the persuader, the message and the audience aims at bringing the utmost appeal and persuade the audience.
Persuaders
Our ability to persuade is influenced by three overarching characteristics; trust, expertise and likeability (Hamilton, 2007). Persuasion could either ...
