Richard A. Petty

Richard A. Petty is a distinguished psychologist known for his research on persuasion and attitude change. He studies how people's beliefs and opinions are influenced by persuasive messages, such as advertising or arguments. His work often explores the "central" and "peripheral" routes of persuasion—meaning whether people are motivated to think deeply about information or are influenced by superficial cues. Petty’s insights help us understand how and why messages impact attitudes, making his research valuable for fields like marketing, communication, and health promotion.