Richard E. Petty

Richard E. Petty is a renowned psychologist known for his research on attitude change and persuasion. He explores how people are influenced by messages, whether through their personal experiences or social cues. His work helps us understand why some messages persuade us more than others, focusing on factors like the message's strength or how much we think about it. Petty's theories, such as the Elaboration Likelihood Model, explain how communication impacts our beliefs and behaviors, providing valuable insights for fields like marketing, advertising, and health campaigns.