Persuasion or persuasion arts is an umbrella term of influence. Persuasion can attempt to influence a person's beliefs, attitudes, intentions, motivations, or behaviors.[1]

Persuasion, novel by Jane Austen, illustrated by C. E. Brock. For Sir Walter Elliot, baronet, the hints of Mr Shepherd, his agent, were quite unwelcome...

Propaganda is a form of persuasion used to persuade a large audience to follow the agenda of the individual or group producing the propaganda.[2]:7 Coercion is a form of persuasion that influences people's actions with threats, although in some situations it can be hard to distinguish coercion from persuasion.[3]:37 Systematic persuasion is the process through which attitudes or beliefs are leveraged by appeals to logic and reason. Heuristic persuasion, on the other hand, is the process through which attitudes or beliefs are leveraged by appeals to habit or emotion.[4]

Persuasion is studied in many disciplines. Rhetoric is the study of modes of persuasion in speech and writing, and is often taught as a classical subject.[5]:46 Psychology looks at persuasion through the lens of individual behaviour[6] and neuroscience studies the brain activity associated with this behaviour.[7] History and political sciences are interested in the role of propaganda in shaping historical events.[8] In business, persuasion is a process aimed at changing a person's (or a group's) attitude or behaviour toward some event, idea, object, or other person(s), by using written, spoken words or visual tools to convey information, feelings, or reasoning, or a combination thereof.[9] Persuasion is also an often used tool in the pursuit of personal gain, such as election campaigning, giving a sales pitch,[10] or in trial advocacy. Persuasion can also be interpreted as using one's personal or positional resources to change people.