Persuasion or persuasion arts is an umbrella term for influence. Persuasion can influence a person's beliefs, attitudes, intentions, motivations, or behaviours.

Persuasion is studied in many disciplines. Rhetoric studies modes of persuasion in speech and writing and is often taught as a classical subject.^: 46 Psychology looks at persuasion through the lens of individual behaviour and neuroscience studies the brain activity associated with this behaviour. History and political science are interested in the role of propaganda in shaping historical events. In business, persuasion is aimed at influencing a person's (or group's) attitude or behaviour towards some event, idea, object, or another person (s) by using written, spoken, or visual methods to convey information, feelings, or reasoning, or a combination thereof. Persuasion is also often used to pursue personal gain, such as election campaigning, giving a sales pitch, or in trial advocacy. Persuasion can also be interpreted as using personal or positional resources to change people.