Abstract

Nowadays, persuasion is considered as one of the most pivotal components of social influence. It can promote or change the current attitude of the audience. Considering this component, the main objective of persuasion is creating motivation in the audience to meet their needs. Therefore, the current research aims at analyzing the effect of persuasion on the audience. Both qualitative and quantitative research methods have been used in this research. The researcher has used both library and field methods as well as Delphi method to gather data. Also, one-sample t-test has been used to analyze the validity of the findings. The results indicate that in addition to the attraction criterion, some other criteria including excitement, feelings, and verbal skills affect the attitudes of the audience. Also it can be concluded that both persuasion model and validity have significant effects on persuasion component. On the other hand, the objective and validity of the audience don’t have significant effect on the audiences’ persuasion.

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