ABSTRACT
Given the ubiquity and pervasiveness of influence in the social milieu, it is not surprising that, ‘A long history of research has examined the methods we use to attempt to change someone’s attitudes or behavior or to strengthen already established attitudes or behaviors’ (Afifi, 2006, p. 53). Thus, Pratkanis (2007) identified a total of 125 tactics that we use to influence one another. These tactics have been found to be effective across a wide range of diverse social contexts (Levine, 2006). Knowledge of these is important, since it has been shown that ‘Individuals vary greatly in their ability to use such tactics. Research findings indicate that such differences are related to success in a wide variety of occupations’ (Baron and Markman, 2000, p. 109). This chapter navigates the large and complex terrain of persuasion, and identifies the central components thereof.
