Executive Summary

    This  research paper is intended to provide the opportunity to consider the role of persuasion in the field of advertising and related promotional areas. In this paper, major theories about the underlying psychological mechanisms of persuasion are summarized and reviewed. In each section, it will be identified what kind of persuasion researches has been done so far and where the trends of persuasion studies are right now. In the conclusion part, marketing implications will be suggested for the better understanding the relationships between consumers and marketers in the persuasion context.