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What is Mastering Persuasion Skills in Communication about?

This document summarizes research on persuasion skills. It discusses key researchers in the field like Carl Hovland who studied factors like source credibility that influence persuasiveness. Specifically, it finds that source expertise, trustworthiness, and likability increase persuasiveness. Additionally, it examines how message content and framing, the target audience, and the effects of persuasion like attitude and behavior change are important to consider for effective persuasion. Overall, the document

Author

SubratKumar

Language

EN