Since communication is an attempt to influence human behavior and direct this behavior to the specific direction that we want, by stimulating certain motives that exist in humans, which by their nature direct to the specific desired behavior, this means that our understanding of the psychological foundations that various and many studies have reached with science, these foundations are among the important and necessary elements of the communication process, and since we are talking about the psychological aspect and behavior, we must define behavior in order to facilitate the process of identifying the different effects that occur on this behavior.

Behavior, according to the definition of the Encyclopedia Britannica, is the external manifestation of the activity of the organism, which occurs as a result of internal and external changes called stimuli.

And behavior can be classified in several ways independent of each other, as it is possible to organize behavior in complex frameworks, according to biological and genetic factors, or according to the interaction of knowledge, or possible through both; Because behavior by nature is influenced by all these factors and organizations.

In addition to the fact that behavior is affected by internal and external causes that the individual is affected by, as a result of his exposure to various situations that lead to this effect, that is, we can say that behavior is a complex phenomenon that has many and multiple causes that affect it, the most important of which are heredity, the social environment, biological, knowledge and all. These factors have great importance and influence on the behavior and life of the individual.

On this basis, psychologists and sociologists unanimously agree that studying and understanding human behavior in different situations is difficult because understanding human behavior requires us to do other things. Such as understanding the motives that have a direct or indirect relationship with the things that surround him, and these motives are tantamount to the psychological organization of man, the process of socialization and the connection between them. These motives are the basis on which human behavior is based.

In other words, a person and the behavior that emanates from him and the building of his personality is considered a result of the interaction process between his biological and psychological formation with the material and social factors that he passes through throughout his life. The matter refers to the formation, growth and formation of the personality, and with this we reach the conclusion that man is a complex and complex being whose behavior is affected by several factors, including the apparent or the hidden.

These factors lead to modification and permanent and continuous change in the set of habits of the individual, due to the many new situations that the individual goes through and lead to modifications or the acquisition of new habits and knowledge, meaning that human habits are not fixed and subject to change and modification, of course, in varying and relative ways.

Therefore, we can say that the influence on human behavior takes place on several different levels, starting with interest in creating an internal reinforcement of attitudes until we reach a person performing public behavior, and in each of these aspects the degree of influence on human attitudes and his behavior in the end differs. It is human attitudes that determine his values and beliefs, and values that play an effective role in educating human behavior because they are the ones that determine what he should do or not do. From here comes the importance and value of evaluation, its necessity and its social function, and values mean comprehensive attitudes that control Behavior Therefore, the modification or change of direction or its support is not done as a reaction to external influences that affect a person, but there must be an internal reason that stems from the same individual and leads to modification and change in directions.