What is persuasion in social psychology?

Persuasion in social psychology refers to the process of changing someone's beliefs, attitudes, or behaviors through communication. This definition highlights the importance of interaction and dialogue in influencing others, emphasizing that persuasion is not about coercion or manipulation but rather involves presenting arguments and information in a compelling manner. It encompasses various strategies, including appealing to emotions, providing logical reasoning, and establishing credibility.

The focus on communication in this context is crucial, as effective persuasion typically relies on the communicator being able to convey messages that resonate with the audience, potentially altering their perspectives or behaviors. This approach recognizes the role of the recipient in the persuasion process, acknowledging that they are actively engaged in evaluating the information presented to them, rather than being passive recipients of manipulative tactics.