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Proposes that a person's behavior can be predicted from their intention to perform the behavior, which is a function of their attitude toward the behavior and subjective norms.

A theory that explains how people respond to fear appeals in persuasive messages by either controlling the danger or controlling their fear.

Persuasion is a process of comparing incoming messages against current attitudes, where acceptance is more likely if the message falls within the 'latitude of acceptance.'

This theory focuses on how individuals are motivated to protect themselves from harmful or threatening events through adaptive and maladaptive coping.

Argues that attitudes can be 'inoculated' against persuasion by exposing people to weak arguments against their existing beliefs, strengthening their ability to refute future challenges.

Explains different ways consumers process and respond to persuasive messages, via the central route (deep, reflective thinking) or the peripheral route (superficial cues).

The theory suggests that a source's credibility, based on expertise, trustworthiness, and goodwill, is critical in determining the success of a persuasive message.

Explains how individuals maintain consistency in patterns of liking and disliking among themselves and others, with a focus on triadic relationships (P-O-X paradigm).

A group of theories suggesting that people are motivated to maintain consistency among their beliefs, attitudes, and behaviors, leading to efforts to reduce dissonance.

A delayed increase in the effect of a persuasive message associated with a low-credibility source, where over time the message dissociates from its source in the audience's memory.

These theories, which include the Elaboration Likelihood Model and the Heuristic-Systematic Model, propose two routes to persuasion: systematic (or central) and heuristic (or peripheral).

The model posits that consumers develop knowledge of persuasion tactics over time, which can affect their responses to persuasive attempts.

Describes how individuals encode, store, and retrieve information, with implications for how persuasive messages are formulated and remembered.

Holds that conflicting beliefs or values produce discomfort (dissonance), which people are motivated to reduce by changing their attitudes or behavior.

Extends the Theory of Reasoned Action to include perceived behavioral control as a factor influencing both the intention and the behavior itself.

Suggests that persuasion occurs through attention to the source, message, and audience characteristics, leading to a process of learning that results in attitude change.

Covers the myriad ways in which individuals change their behavior to meet the demands of a social environment, including conformity, compliance, and obedience.