Persuasion is incredibly hard, especially when people have different perspectives, worldviews, mindsets, and values in life. Our brains are faster at processing opinions we agree with than those we disagree with. It is often difficult, and may even seem pointless at times, to try to convince someone to even listen to our point of view, let alone agree to it. It's no wonder, then, that researchers have long wanted to understand the art of persuasion. Is it really possible to persuade others, or is it just a fruitless endeavor? Here are four scientific models on the process of persuasion to hone your communication skills and soft skills.