Glossary / Lexicon
Persuasion is defined as a deliberate attempt to change attitudes or beliefs with information and arguments; the process by which a message induces change in beliefs, attitudes, or behaviors. It is the communication of arguments and information intended to change another person's attitudes. Persuasion involves convincing another party to change their attitude and/or their behavior. The term Persuasion is generally used in a more postive sense, although this can be done through coercion to refer to emotional or rational appeals based on common values and understandings.