ABSTRACT
WHAT IS THEORY? before you get started learning about the important theories involved with persuasive communication, it’s important to first understand what theory is. Communication theory is about understanding and explaining human interaction. As you learned in c hapter 1, theories are also always evolving and are constantly under review by other scholarsnew data is found and theories are modified and updated over time. t his chapter will help you understand the basic functions of theory in your study of persuasion. When does persuasion work? When does it not work? What new creative techniques of persuasion promote social change (e.g., changes in attitude, mood, opinion, or behavior)?
