Persuasion is the process of influencing someones beliefs or behaviors without using force or coercion. It involves presenting arguments for change and motivating people to act on them. Persuasion can be achieved through various means, including written, spoken, or visual methods. The ultimate goal of persuasion is for individuals or a group to carry out the behavior implied by the new attitudinal position.

Some key points about persuasion include:

• Manipulation: Persuasion often involves manipulating people, which some find distasteful.
• Perception: Ones reaction to persuasive communication depends on the message and how it is perceived or interpreted.
• Latitudes of acceptance: When trying to persuade an individual or audience, it is important to learn the average latitudes of acceptance, non-commitment, and rejection of the audience.
• Commitment: Commitment is an effective persuasive technique because once someone commits, they are more likely to engage in self-persuasion to support their commitment.

Persuasion is used in various contexts, including advertising, politics, and personal relationships. It is important to note that persuasion is not the same as coercion, which involves the use of force or threats to make someone comply.