Why do we intend to do things but often don’t follow through? Learn how the Theory of Reasoned Action explains this puzzle—and how attitudes, social norms, and perceived obstacles shape your intentions and actions.

Our own behavior is killing us.

If you look at the top 10 causes of death, you'll see at the top diseases like heart disease, cancer, and stroke, but it's actually our own behavior, smoking, drinking, not exercising, having a poor diet, which lead to the problems.

If you want to change people's behavior, you have to stop giving them information.

Information alone simply isn't persuasive. Most of the time, people already have a lot of the basic information like smoking causes lung cancer, but it doesn't change their behavior.

If you want to actually change people's behavior, you have to put this information into a story.

I'm going to teach you about three methods of persuasion, when to use each method, and which method is most likely to produce behavior change that really last.

One of the most important functions of communication or tasks in communication is persuasion, which is normally thought of as the science of attitude or behavior change, how we use communication to change people's attitudes and behaviors.

But one question that we might ask ourselves when we engage in persuasion is what kind of change are we really producing in the person that we're persuading?

Is it a superficial change that may go away as soon as we go away?

Or is it a lasting change that will endure long after we're gone and long after our message is forgotten?

I'm going to give you the ultimate guide to reasoned action theory, which is the world's foremost theory of persuasion and behavior change.

If you're a student and you read this, I can guarantee you'll do well on any test or homework assignment that involves this theory.

If you're a practitioner of persuasion of behavior change, this will make you more effective at your job.