Full Description
Now in its Sixth Edition, PersuasionGaining? continues to boast an accessible voice and vibrant aesthetic that appeal to undergraduate students of communication, psychology, advertising, and marketing. In addition to presenting established theories and models, this text encourages students to develop and apply general conclusions about persuasion in real-world settings. Along the way, students are introduced to the practice of social influence in an array of contexts (e.g., advertising, marketing, politics, interpersonal relationships, social media, groups) and across a variety of topics (e.g., credibility, personality, deception, motivational appeals, visual persuasion). The new edition features an expanded treatment of digital and social media, up-to-date research on theory and practice, and enhanced discussions of topics such as political campaigning, emotional marketing, olfactory influence, and ethics. Instructors can also use the book's downloadable test bank, instructor's manual, and PowerPoint slides in preparing course material.
Contents
Chapter 1Persuasion? Chapter 3: Attitudes and Consistency Chapter 4: Credibility Chapter 5: Communicator Characteristics and Persuasion Chapter 6: Conformity and Influence in Groups Chapter 7: Language and Persuasion Chapter 8: Nonverbal Influence Chapter 9: Structuring and Ordering Persuasive Messages Chapter 10: Compliance Gaining Chapter 11: Sequential Persuasion Chapter 12: Deception Chapter 13: Motivational AppealsChapter 14: Visual Persuasion Chapter 15: Esoteric Forms of Persuasion Chapter 16: The Ethics of Persuasion
