CHAPTER TWENTY-THREE

CHANGING MINDS

Persuasion in Negotiation and Conflict Resolution

Alison Ledgerwood

Shannon P. Callahan

Shelly Chaiken

The focus of this chapter is on persuasion and attitude change in negotiation, mediation, and conflict resolution. Persuasion refers to the principles and processes by which people’s attitudes, beliefs, and behaviors are formed, modified, or resist change in the face of others’ attempts at influence. These attempts are designed to convince targets of persuasion to accept a position on some issue that differs from their current position.

Importantly, persuasion is distinct from coercion in that persuasion involves influence designed to change people’s minds, whereas coercion involves influence designed to change ...

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