The process of persuasion is accompanied by the use of communication and rationale to shift the attitude, beliefs, and even the behavior of individuals. It is a key part of almost every profession and human activity ranging from marketing to politics and social relationships. Psychologists try to understand how messages impact a person’s decisions and compliance. Theories such as the Elaboration Likelihood Model clarify the two ways persuasive messages are processed: the deep or central route, and the shallow or peripheral route. Unlike manipulative persuasion, ethical persuasion is based on courtesy and respect. For example, a public speaker using credible evidence and emotion effectively persuades the audience to support a cause.
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