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  The process of attempting to change or reinforce a listener's attitudes, beliefs, values, or behavior

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1. The process of attempting to change or reinforce a listener's attitudes, beliefs, values, or behavior.
2. The use of force to get another person to think or behave as you wish; coercion in unethical because it takes away free choice.
3. The sense of mental disorganization of imbalance that may prompt a person to change when new information conflicts with previously organized thought patterns.
4. Abraham Maslow's classic theory that humans have five levels of needs and that lower-level needs must be met before people can be concerned about higher-level needs.
5. A contemporary theory that people can be persuaded both directly and indirectly.
6. A learned predisposition to respond favorably or unfavorably to something; a like or dislike.
7. A sense of what is true or false.
8. An enduring conception of right or wrong, or good or bad.
9. A claim with which you want your audience to agree.
10. A claim that something is or is not the case or that something did or did not happen.