| Learning Objectives (See related pages)
After reading this chapter, you should be able to:
1. Explain how persuasion relates to the communication model. |
| | | 2. Define persuasion and describe its purpose. |
| | | 3. Distinguish among values, beliefs, and attitudes, and explain the purpose of each. |
| | | 4. Explain what makes persuasion difficult. |
| | | 5. Describe each of the strategies persuaders can use. |
| | | 6. Describe specific techniques for building your credibility. |
| | | 7. Briefly outline the seven ethical standards persuaders should follow. |
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