Editing Social psychology (section)

=== Persuasion ===
{{Main|Persuasion}}
Persuasion is an active method of influencing that attempts to guide people toward the adoption of an attitude, idea, or behavior by rational or emotive means. Persuasion relies on appeals rather than strong pressure or [[coercion]]. The process of persuasion has been found to be influenced by numerous variables that generally fall into one of five major categories:<ref>{{Cite book|last=Myers|first=David|title=Social Psychology|publisher=McGraw-Hill|year=2010|isbn=978-0-07-337066-8|edition=10th|location=New York|pages=234–253}}</ref>
#[[Orator|Communication]]: includes [[credibility]], [[expert]]ise, [[trustworthiness]], and [[Physical attractiveness|attractiveness]].
#[[Message]]: includes varying degrees of [[reason]], [[emotion]] (e.g., fear), one-sided or two-sided arguments, and other types of informational content.
#[[Audience]]: includes a variety of [[demographics]], [[personality trait]]s, and [[preference]]s.
# [[Media (communication)|Medium]]: includes printed word, radio, television, the internet, or face-to-face interactions.
#[[Social environment|Context]]: includes environment, group dynamics, and preliminary information.

[[File:Elm-diagram.jpg|thumb|469x480px|The Elaboration Likelihood Model is an influential model of persuasion.]]

[[Dual process theory|Dual-process theories]] of persuasion (such as the [[elaboration likelihood model]]) maintain that persuasion is mediated by two separate routes: central and peripheral. The central route of persuasion is influenced by facts and results in longer-lasting change, but requires [[motivation]] to process. The peripheral route is influenced by superficial factors (e.g. smiling, clothing) and results in shorter-lasting change, but does not require as much motivation to process.<ref>{{Cite book |last=Austen |first=Jane |author-link=Jane Austen |title=Northanger Abbey & Persuasion |date=1919 |publisher=J.M. Dent |isbn=0-665-83283-4 |oclc=1111908588}}</ref>