The Theoretical Bases of Persuasion: A Critical Introduction

Most business communication textbooks limit their treatments of persuasion to the classical rhetorical model, motive-goal theories, and psychological organizational structures. Suggesting the need to integrate contemporary persuasion theory into the business communication literature, the author synthesizes a wide range of persuasion theories and relevant research using four theoretical approaches: learning theory, consistency theory, perceptual theory, and functional theory. Where appropriate, the author suggests practical implications of these theories to business communication.

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