They discovered that persuasion has little or no effect on advertisement; however, there was a substantial effect of persuasion on voting if there was face-to-face contact. ===Cognitive dissonance theory=== Leon Festinger originally proposed the theory of cognitive dissonance in 1957.


The most famous example of how cognitive dissonance can be used for persuasion comes from Festinger and Carlsmith's 1959 experiment in which participants were asked to complete a very dull task for an hour.


People like to listen to those who are knowledgeable and trustworthy, and are more likely to adhere to opinions of individuals who display such qualities. In the Milgram study, a series of experiments begun in 1961, a "teacher" and a "learner" were placed in two different rooms.


Abelson, Persuasion: How opinions and attitudes are changed, Springer Publishing Company, 1965 Richard E.


For example, advertisements tend to appeal to different values according to whether they are used in collectivistic or individualistic cultures. ===Persuasion Knowledge Model (PKM)=== The Persuasion Knowledge Model (PKM) was created by Friestad and Wright in 1994.


October 2001. Herbert I.


Vatz, The Only Authentic Book of Persuasion, Kendall Hunt, 2013 ==External links== Attitude change Belief

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