Persuasion is the act of influencing attitudes, beliefs, or behaviors of others through communication or manipulation. It is a research area that explores how persuasion works, what factors influence its effectiveness, and how people can be persuaded to change their opinions or behavior. Researchers in this field examine various techniques and strategies used in persuasive communication, such as using social proof, appealing to emotions, or providing credible evidence. They also study the psychological processes involved in persuasion, such as motivation, cognitive biases, and resistance to persuasion. Overall, the goal of persuasion research is to understand how to effectively communicate and influence others to achieve desired outcomes.