Gathering Empirical Information and Analysis of Strategies and Techniques of Persuasive Communication

The paper examines persuasive techniques and strategies in social situations, focusing on persuasion as the result of both cognitive and emotional processes. Means of persuasion are a major focus of research in the present work. Psychological processes and behavior as part of persuasion are of research interest in the field of persuasive communication. For this reason, the article focuses on the types of behavioral strategies and attitudes, considering the means of persuasion in rational and emotional appeal. The characteristics of the message are a major tool for achieving the goal of gaining consent or agreement in interpersonal relationships. The subject of the first part of the study is the six principles of influence by Robert Cialdini, 2006, highlighting their main applications in communication. An attempt was made to highlight linguistic active techniques, and based on Lamb's (2019) theory, 21 characteristics of persuasive techniques were examined. The main focus of this article is the examination of effective methods of persuasion between two active parties - a communicator and a target group.