According to Harold Lasswell, a sociologist, people are motivated by eight basic appeals: power, respect, well-being, affection, wealth, skill, enlightenment, and physical/mental vitality.
Nine factors involved in persuasive communication are: audience analysis, source credibility, appeal of self-interest, clarity of message timing and context, audience participation, suggestion for action, context and structure of messages, and persuasive speaking.
Some techniques associated with propaganda are: plain folks, testimonial, bandwagon, card stacking, transfer, and glittering generalities.
Two reasearch findings on persuasion:
Positive appeals are generally more effective than negative appeals for retention of the message and actual compliance.
Strong emotional appeals and fear arousal are most effective when the audience has minimal concern about or interest in the topic.