Fennell, G. (1983). Persuasion: Planning for Behavioral Change In Business and Nonbusiness Contexts. 31-35

The potential contribution of marketing as an approach to persuasion was suggested some thirty years ago (Weibe 1951). Yet behavioral scientists appear not to consider marketing’s distinctive approach when they discuss the subject of persuasion. This paper articulates the essential features of marketing persuasion as an approach to behavioral change, and it discusses three kinds of persuasive task distinguished in terms of the kind of change attempted.