Full Description
The Dynamics of Persuasion has been a staple resource for teaching persuasion for nearly two decades. Author Richard M. Perloff speaks to students in a style that is engaging and informational, explaining key theories and research as well as providing timely and relevant examples. The companion website includes materials for both students and instructors and expanding the pedagogical utilities. The sixth edition includes:updated theoretical and applied research in a variety of areas, including framing, inoculation, and self-affirmation;new studies of health campaigns;expanded coverage of social media marketing;enhanced discussion of the Elaboration Likelihood Model in light of continued research and new applications to everyday persuasion.The fundamentals of the book - emphasis on theory, clear-cut explanation of findings, in-depth discussion of persuasion processes and effects, and easy-to-follow real-world applications - continue in the sixth edition.
Contents
PrefaceAcknowledgmentsPart 1 FoundationsChapter 1 Introduction to PersuasionChapter 2 Historical and Ethical FoundationsPart Two The Nature of AttitudesChapter 3 Attitudes: Definition and StructureChapter 4 The Power of our Passions: Theory and Research on Strong AttitudesChapter 5 Attitudes: Functions and ConsequencesChapter 6 Attitude MeasurementPart Three Changing Attitudes and BehaviorChapter 7 Processing Persuasive CommunicationsChapter 8 "Who Says It": Communicator Factors in PersuasionChapter 9 Fundamentals of the MessageChapter 10 Emotional Message Appeals: Fear and GuiltChapter 11 Cognitive Dissonance Theory Part Four Persuasive Communication ContextsChapter 12 Interpersonal PersuasionChapter 13 Advertising, Marketing, and PersuasionChapter 14 Health Communication Campaigns GlossarySubject IndexAuthor Index
