Why do some messages succeed in
changing beliefs, while others fail
despite the strength of their arguments?

The Psychology of Influence and Persuasion offers an
integrated scientific framework for understanding how
attitudes are formed, how persuasive messages are
processed, and how attitudes and beliefs translate into
decisions and behavior.
Drawing on social psychology, the book integrates insights
from argumentation, audience analysis, social influence,
negotiation, nonverbal communication, leadership,
intervention design, and impact evaluation, extending the
discussion to digital persuasion and artificial intelligence.
The book examines influence within its psychological and
social contexts, explaining the conditions that shape its
effectiveness, its limitations, and the forms of resistance
it may encounter. Particular attention is given to the
boundary between legitimate persuasion and manipulation,
as well as to the ethical responsibility that accompanies
the power to influence others.

Combining scientific foundations with practical application,
this book is written for researchers, practitioners, and
anyone seeking a rigorous, evidence-based understanding
of human influence.