|Original language||English (US)|
|Title of host publication||The International Encyclopedia of Communication Theory and Philosophy|
|Editors||Klaus Bruhn Jensen, Robert T Craig|
|Place of Publication||Oxford and Malden, MA|
|State||Published - 2016|
Because persuasion is a common function of communication, it has been a subject of longstanding research attention. A number of different theoretical approaches have helped illuminate persuasion, including social judgment theory, the elaboration likelihood model, reasoned action theory, and cognitive dissonance theory. And research has yielded insights about how various factors influence persuasive outcomes, including communicator characteristics (such as credibility, liking, and similarity), message properties (e.g., different kinds of arguments, narratives, fear appeals, and so on), and recipient characteristics (such as moods, defensive reactions, and personality traits). One recurring theme is the importance of adapting (tailoring) persuasive messages to their recipients.