ABSTRACT
Persuasion is a form of communication aimed to influence beliefs, values, attitude, intention, motivation, and behaviour. For persuasion, we need a sender, a medium, and a recipient. The sender has a goal and intents to achieve that through communication. The recipient is not persuaded by accident or by force. Marketing theory provides useful insights for cybersecurity when it comes to influencing behaviour. After all, organizations are trying to persuade people to use security procedures, tools, and to act in a certain way. Classical rhetorical theories were dominated by the ideas of Aristotle and Plato with a focus on persuasion through language and speech in politics and law. Cognitive dissonance is the discomfort that people feel when they simultaneously hold conflicting beliefs, ideas, or behaviours. The nudge theory is often used in politics, healthcare, marketing, and organizational communication to influence behaviour.
