ABSTRACT
Psychology plays an integral role in our ability to persuade and be persuaded. In this chapter, we dive into how psychological behaviors impact persuasion from our beliefs, values, and attitudes to the neuroscientific aspects of persuasion. We consider the role of emotion in persuasion as well as the need for audience adaptation. We discuss the theory of reasoned action, theory of planned behavior, elaboration likelihood model, nudge theory, and psychological balance theories with the aim in understanding how theoretical perspectives of psychology and persuasion have informed our discipline and provided practical applications of persuasion. Biases, priming, rationality, and the learning process as it relates to persuasion round out the chapter to try to answer the question: How do we begin to understand the role of psychology in persuasion in our society?
