ABSTRACT
The persuasion literature has deep roots in the humanities and social sciences, including a rhetorical tradition that dates back to the ancient Greeks (see Cooper & Nothstine, 1997) and an attitude-change tradition that dates back to the first half of the 20th century (see Dillard & Pfau, 2002). Both traditions typically have focused on persuasion in public and mass communication contexts. Rhetorical scholars, for instance, have analyzed social movements (e.g., Stewart, Smith, & Denton, 2001), whereas attitudechange scholars have provided insights regarding health communication campaigns (e.g., Perloff, 2001).
