====== Persuasion (설득) ======
  * **Persuasion** is typically defined as “human communication that is designed to influence others by modifying their beliefs, values, or attitudes” (Simons, 1976, p. 21).
  * SENDER, MEANS, RECEIVER 요건
    * 화자의 목적과 그 목적을 이루려는 의지
    * 그 목적을 이루기 위해서 커뮤니케이션이 수단으로 사용되는 것 (coersive(x), accidental(x) -> communicative)
    * 청자의 자유의지
  * **An attitude** is a "relatively enduring predisposition to respond favorably or unfavorably" toward something (Simons, 1976, p. 80).
====== Persuasion theory (설득이론) ======
  * [[:Yale Attitude Change]] Study
  * [[:Social Judgment Theory]]
  * [[:Elaboration Likelihood Model]]
  * [[:Cognitive Dissonance]]