ABSTRACT
After a period of relative inactivity, social psychologists have, once again, turned their attention to the area of communication and persuasion (cf. Zanna, Olson, & Herman, 1987). In my view, the virtual renaissance of research in this area is due in large part to the “cognitive revolution” in psychology, which has provided new ways of thinking about enduring problems. In the area of communication and persuasion, this “current look” is, perhaps, best exemplified by the creative and influential work of two pairs of researchers: Richard Petty and John Cacioppo, and Shelly Chaiken and Alice Eagly.
