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The IUP Journal of Soft Skills
The Science of Persuasion: A Brief Study of Its Theoretical Framework.
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Persuasion is one of the commonest communicative activities in the contemporary business setup. It is in fact a very effective tool for managerial success. Persuasion demands understanding of the concerns, positions and objectives of the audience and is the process of finding meaningful benefits and creative solutions, keeping in view the needs of the audience. It is a vast science with well-defined theories and techniques. The paper attempts to study some of these techniques and theories, the knowledge of which can help achieve persuasive goals in everyday business.

 
 

Persuasion is a process of communication in which a communicator voluntarily forms, sustains, reinforces or changes the attitudes or behavior of the recipient in accordance with what the communicator intends by his or her message (Steinberg, 1999). It has always been of great interest to researchers as persuasion not only forms a major component of daily business communication but also is commonly used in day-to-day personal interaction. Numerous studies have been carried out in this area of communication. An early Harvard Business School study, on what it takes to achieve success and be promoted in an organization, says that the individual who gets ahead in business is the person who is able to communicate, to make sound decisions, and to persuade others to get things done (Bowman et al., 1964).

 
 

Soft Skills Journal, Persuasion, Consistency Theories, Cognitive Models of Persuasion.