Theoretical Models, Influencing Factors and Coping Strategies of the Persuasion Effect
说服效应的理论模型、影响因素与应对策略

Persuasion effect was defined as a phenomenon that individual changes his attitude and behavioral decision when faced with persuasive information. This phenomenon has important application value and is universal in political elections, consumption and commercial advertising. The dual process model and self-validation hypothesis are two theoretical models of the persuasion effect, namely. The influential factors of persuasion effect include credibility of sources, emotions, message framing, social networks and issue involvement. The effective strategies of persuasion effect contain public commitment and self-control. The deficiencies existing in current research are discussed and the directions for future research on persuasion effect are suggested.