{"id":35,"date":"2026-02-23T09:03:39","date_gmt":"2026-02-23T09:03:39","guid":{"rendered":"http:\/\/localhost\/persuasion\/?post_type=content&p=35"},"modified":"2026-02-27T17:31:06","modified_gmt":"2026-02-27T17:31:06","slug":"chapter-1-why-study-persuasion","status":"publish","type":"content","link":"https:\/\/routledgelearning.com\/persuasion\/chapter-resources\/chapter-1-why-study-persuasion\/","title":{"rendered":"Chapter 1: Why Study Persuasion?"},"content":{"rendered":"\n
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Chapter 1: Why Study Persuasion?<\/h2><\/div>\n<\/div>\n\n\n\n
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Chapter Summary<\/h2>\n\n\n\n

This introduction presents an overview of the key concepts discussed in the subsequent chapters of this book. The chapter explores the pervasive nature of persuasion and offers a rationale for learning more about its workings. The chapter stresses that persuasion is both an art and a science. It approaches the issue of what constitutes persuasion and related terms, such as social influence and compliance gaining. The chapter also addresses a number of ethical questions related to various strategies and techniques of persuasion discussed throughout the text. This chapter seeks to dispel the view that persuasion is inherently manipulative. Persuasion is often used to achieve prosocial ends. The chapter examines newer forms of persuasion, such as online influence, as well as less obvious forms of persuasion. This chapter also offers advice on how to become a more effective persuader and how to resist influence attempts, especially unethical influence attempts, by others.<\/p>\n\n\n\n

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