Persuasion: Integrating Theory, Research, and Practice provides persuasion skills students seek integrated with persuasion theories instructors want to teach - the two approaches that have often been at odds with one another
Persuasion: Integrating Theory, Research, and Practice:
- Explains the five major theories of persuasion.
- Features an entire chapter dedicated to ethics as it relates to persuasion.
- Utilizes research studies to illustrate theory and its application.
- Includes numerous current examples and illustrations throughout that bring the application of the chapter concepts to life.
- Has an Enhanced Online Learning Package designed for students and instructors. Seamlessly integrated within the book’s pedagogy, it includes chapter outlines, activities, interactive exercises, a glossary of terms, PowerPoint™ presentations, links to video clips, and a course management system.
- Provides an extensive instructor's package to make the textbook transition seamless for the instructor.
About the Authors
Section One Introduction to Persuasion
Chapter 1 The Concept of Persuasion
Defining Characteristics of Persuasion
Why Study Persuasion?
Where and When Do We Persuade?
Persuasion as One of Multiple Forms of Influence
The Role of Ethics in Persuasion
The Layout of the Book
Chapter 2 Attitudes: Definition, Formation, and Measurement
Characteristics of Attitudes
Theories of Attitude Formation
The Functions of Attitudes
Attitude and Related Concepts
How Do We Measure Attitudes?
Semantic Differential Scales
Chapter 3 The Relationship between Attitudes and Behaviors
Do Attitudes Influence Behavior?
Behavioral Control Beliefs
Cognitive Processing Factors
Section Two The Persuasion Process
Chapter 4 Source Factors
Dimensions of Credibility
Credibility and Persuasion
Persistence of Source Credibility Effects over Time
Introductions and Credibility
Other Source Factors
Authority and Obedience
Normative Influence and Similarity
Chapter 5 Message Factors
What I Say: Message Content
Logical versus Emotional Appeals
Extended Parallel Process Model
Using the Extended Parallel Process Model
Use of Evidence
Narrative versus Statistical Evidence
One-Sided versus Two-Sided Messages
How I Say It: Language Style
Powerful versus Powerless Speech
Resistance to Persuasion
Chapter 6 Receiver and Channel Factors
Receiver Characteristics and Persuasion
Self-Esteem and Self-Efficacy
Audience Segmentation and Targeted Messages
The Subliminal Channel
Section Three Theories of Persuasion
Chapter 7 The Role of Theory in Persuasion
What is a Theory?
Why Do We Need Theories?
Scientific versus Folk Theory
How Do We Test Theory?
Revise the Theory
Classic Theories of Persuasion
Chapter 8 Social Judgment Theory
Latitudes of Acceptance and Rejection
Judgments and Attitude Change
Changing Attitudes with Social Judgment Theory
Applying Social Judgment Theory
Strength and Limitations
Chapter 9 Consistency and Cognitive Dissonance Theory
Cognitive Dissonance Theory
Magnitude of Dissonance
Cognitive Dissonance Contexts
Necessary Conditions for Cognitive Dissonance
Applying Cognitive Dissonance Theory
An Alternate Explanation
Self-Perception Theory Postulates
Strengths and Limitations
Chapter 10 A Reasoned Action Approach
Attitudes are Not Alone
The Role of Intentions
Perceived Behavioral Control
Measuring and Predicting Attitude toward Behavior
Measuring and Predicting Subjective Norms
Measuring Perceived Behavioral Control
So Now What Do You Do with it?
Using TRA to Change Attitudes
Using TRA to Change Subjective Norm
Using TRA to Change Perceived Behavioral Control
Using TRA to Change Behavior
Strengths and Limitations
Chapter 11 Elaboration Likelihood Model
Two Routes to Attitude Change
Which Route to Use?
Motivation to Process
Ability to Process
Central versus Peripheral Routes
Attitude Change in Central and Peripheral Routes
Measurement of Elaboration
Using ELM to Influence Attitudes
Strengths and Limitations
Section Four Strategies and Tactics
Chapter 12 Compliance
Levels of Influence
Marwell and Schmitt
Schenck-Hamlin, Wiseman, and Georgacarokos
Kearney, Plax, Richmond, and McCroskey
Ethical Issues in Propaganda
Sequential Request Strategies
Section Five Ethics in Persuasion
Chapter 13 Ethics
Ethical Nature of Persuasion
Rules-Based Approaches to Ethics
Johannesen’s Ethical Perspectives
Human Nature Perspective
Social Unity Perspective
Ethics in Professional Practice
The Big Questions
Does the End Justify the Means?
Is it Ethical to Use Emotional Appeals?
Who is Responsible—The Source? The Receiver?
Persuasion: Integrating Theory, Research and Practice is theory-driven but focused more on application instead of telling students all about the experiments that were conducted on the theory.
Laura R. Umphrey, Northern Arizona University
Persuasion: Integrating Theory, Research and Practice is both comprehensive and accessible. Carefully organized, the text provides students with extensive coverage of theories, models and concepts along with engaging examples and exercises.
Anne F. Mattina, Stonehill College
Persuasion: Integrating Theory, Research and Practice is accessible to students and has a great combination of theory and integration.
Donna Allen, Northwest Nazarene University