Quotations:
1-“Persuasion is a symbolic process in which communicators try to convince other people to change
their attitudes or behaviour regarding an issue through the transmission of a message, in an
atmosphere of free choice”. (Perloff, 2010, p. 12)
2-“Persuasion is as much about learning what the other person needs on a physical level (product), as well as
on emotional level, and why, as it is about providing the right product or service at the right price” ( Lakhani,
2005, p. 13-14)
3-“in order to be an effective persuader, you must take the time to learn about what makes people make the
decisions they make”. (Lakhani, 2005, p. 14)
4-“A good level of expertise, good physical looks, and extensive interpersonal and verbal skills, make a
communicator more effective” (Vaughan, 1995, p. 99)
5-“The audience’s Thoughts are critical in this process the message will ultimately be accepted if it
activates ideas favourable to it, whereas the communication will be rejected if the recipients argue
strongly against it in their minds” (Vaughan, & Hogg, 1995, p. 99)
6-“That is, you need enough fear to grab people’s attention but not so much you send them running
for their lives(Bordens, &Horowitz, p. 223).
7“When motivation and ability to think are high, people will be engaged in careful thought about a
message, but that thinking can be biased by other variables in the persuasion setting”(55)
8-“The persuasiveness of a message about the costs and benefits of their use depends on different
variables depending on the idea’s familiarity, that is, on whether one has existing structures that may
be scanned to assess the credibility of the message and its personal implications” (Gold, & Douvan,
p. 188)
9-“If the topic of a message is familiar, then whether the central route proves persuasive depends on
how the message addresses the target person’s motives or resources” (Gold, & Douvan, p. 188)
10-“Persuasion is everywhere, playing an essential role in politics, religion, psychotherapy,
education, and day-to-day social interactions”(52)
Reference List
Gold, M., & Douvan, E. A. M. (1997). A new outline of social psychology. US: American
Psychological Association. doi:10.1037/10225-000
Vaughan, G. M., & Hogg, M. A. (1995). Introduction to social psychology. Sydney: Prentice Hall.
Retrieved from https://qutvirtual3.qut.edu.au/qv/olt_material_search_p?p_unit_code=QCD211
Bordens, K. S., & Horowitz, I. A. (2001). Social psychology. Hoboken: Psychology Press.
Retrieved from http://site.ebrary.com/lib/qut/docDetail.action?docID=10084536
Perloff, R. M. (2010). The Dynamics of Persuasion : Communication and Attitudes in the Twenty-First
Century[EBL version]. Retrieved from
http://QUT.eblib.com.au/patron/FullRecord.aspx?p=496373
Lakhani, Dave (2005). Persuasion : The Art of Getting What You Want. Retrieved from
http://www.eblib.com
Petty, R. E. (2008). “Psychological processes underlying persuasion – A social psychological approach”.
Diogenes (English ed.), 55(1), p.52. Retrieved from
http://dio.sagepub.com.ezp01.library.qut.edu.au/content/55/1/52