J. William McGuire

J. William McGuire was a psychologist known for his work on how individuals are influenced by persuasive messages, especially in health communication. He studied how people perceive, process, and respond to information, emphasizing the role of internal factors such as beliefs, attitudes, and motivation. McGuire contributed to understanding the psychological processes behind attitude change and decision-making, helping improve strategies for effective health education and public campaigns. His research provided a foundation for theories on persuasion, highlighting the importance of message content and individual differences in achieving behavior change.