ABSTRACT
This chapter helps to understand the basic functions of theory in the reader's study of persuasion. Theories do not have rules that have to be followed, but they may contain principles, or guidelines, to refer to and compare phenomena to. The early theories provide a foundation for the study of persuasion. The section that follows explains three early theories of persuasion: Aristotelian theory, Rank's model, and the narrative paradigm. Aristotelian theory might influence the study of persuasion today, take a moment to read the Persuasion Research Snapshot. Social theories are theories that are based on some premise arising from social interaction. The chapter explains three social theories of persuasion: attribution theory, social judgment theory, the elaboration likelihood model, and social learning theory. Tension reduction theories are based on the human desire to minimize tension, stress, or anxiety. The chapter also explains three tension reduction theories of persuasion: cognitive dissonance, balance theory, and uses and gratifications.
