How do leaders shape our beliefs — not by force or fact, but by persuading the heart of political behavior? In The Behavioral Persuasion in Politics, Heinz Eulau challenges us to see politics not as abstract systems but as lived influence: persuasion grounded in behavior, values, and human meaning.
Eulau begins with a bold claim: "The root is man." He argues that political persuasion begins in personal beliefs, attitudes, and roles — not simply in institutions or laws. From there, he shows how politicians, parties, and social movements weave messages that resonate with underlying values and social roles, turning raw ideology into real influence.
In evocative chapters on cultural context, personality, role dynamics, and methodological dilemmas, Eulau reveals how persuasion works at multiple levels — personal, group, institutional. He pushes readers to see how even a speech or campaign slogan is embedded in this web of values, character, and social expectation — how motivation and meaning turn facts into action.
Concise yet powerful The Behavioral Persuasion in Politics casts a long shadow in political science. It remains widely read today as a classic that bridges the gap between behavioral analysis and persuasion theory.