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--- persuasion [2016/05/12 06:32] – created hkimscil
+++ persuasion [2016/05/12 06:51] – hkimscil
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 ====== Persuasion theory (설득이론) ======
+  * **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).
   * [[:Yale Attitude Change]] Study
+  * [[:Social Judgment Theory]]
+  * [[:Elaboration Likelihood Model]]
+  * [[:Cognitive Dissonance]]