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Persuasion: Integrating Theory, Research, and Practice

Author(s): Ann Bainbridge Frymier, Marjorie Keeshan Nadler

Edition: 4

Copyright: 2017

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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.

Preface

About the Authors

Section One Introduction to Persuasion
Chapter 1 The Concept of Persuasion

Learning Objectives
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
Summary
Key Terms
Review Questions
Discussion Questions
References

Chapter 2 Attitudes: Definition, Formation, and Measurement
Learning Objectives
Characteristics of Attitudes
Attitude Defined
Theories of Attitude Formation
Classical Conditioning
Operant Conditioning
Modeling

The Functions of Attitudes
Attitude and Related Concepts
How Do We Measure Attitudes?
Thurstone Scales
Likert Scales
Semantic Differential Scales
Implicit Measures
 
Summary
Key Terms
Review Questions
Discussion Questions
References

Chapter 3 The Relationship between Attitudes and Behaviors
Learning Objectives
Do Attitudes Influence Behavior?
Influencing Behavior
Measurement Factors
Behavioral Control Beliefs
Formation Factors
Cognitive Processing Factors
Situational Factors

Summary
Key Terms
Review Questions
Discussion Questions
References

Section Two The Persuasion Process
Chapter 4 Source Factors

Learning Objectives
Credibility
Aristotle’s Approach
Dimensions of Credibility
Credibility and Persuasion
Persistence of Source Credibility Effects over Time
Introductions and Credibility
Message Variables
Channel Factors

Other Source Factors
Power
Authority and Obedience
Normative Influence and Similarity
Physical Attractiveness
Likeability

Summary
Key Terms
Review Questions
Discussion Questions
References

Chapter 5 Message Factors
Learning Objectives
What I Say: Message Content
Logical versus Emotional Appeals
Humor
Guilt
Fear
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
Intense Language

Resistance to Persuasion
Inoculation Theory
Forewarning

Summary
Key Terms
Review Questions
Discussion Questions
References

Chapter 6 Receiver and Channel Factors
Learning Objectives
Receiver Characteristics and Persuasion
Psychological Characteristics
Self-Esteem and Self-Efficacy
Self-Monitoring
Involvement

Demographic Characteristics
Biological Sex
Age
 
Culture
Audience Segmentation and Targeted Messages
Channel Factors
Medium
The Subliminal Channel

Summary
Key Terms
Review Questions
Discussion Questions
References

Section Three Theories of Persuasion
Chapter 7 The Role of Theory in Persuasion

Learning Objectives
What is a Theory?
Why Do We Need Theories?
Explaining Phenomena
Predicting Phenomena
Controlling Phenomena

Scientific versus Folk Theory
How Do We Test Theory?
Make Predictions
Design Methods
Collect Data
Analyze Data
Revise the Theory

Classic Theories of Persuasion
Yale Approach
Group Dynamics

Balance Theory
Unanswered Questions
Summary
Key Terms
Review Questions
Discussion Questions
References

Chapter 8 Social Judgment Theory
Learning Objectives
Latitudes of Acceptance and Rejection
Judgments and Attitude Change
Ego-Involvement
Changing Attitudes with Social Judgment Theory
Applying Social Judgment Theory
Strength and Limitations
Summary
Key Terms
Review Questions
Discussion Questions
References

Chapter 9 Consistency and Cognitive Dissonance Theory
Learning Objectives
Consistency
Cognitive Dissonance Theory
Magnitude of Dissonance
Dissonance Reduction

Cognitive Dissonance Contexts
Induced Compliance
Hypocrisy
Decision Making
Effort Justification

Necessary Conditions for Cognitive Dissonance
Applying Cognitive Dissonance Theory
An Alternate Explanation
Self-Perception Theory
Self-Perception Theory Postulates
Supporting Research

Strengths and Limitations
Summary
Key Terms
Review Questions
Discussion Questions
References

Chapter 10 A Reasoned Action Approach
Learning Objectives
Attitudes are Not Alone
The Role of Intentions
Subjective Norm
Perceived Behavioral Control

The Model
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
Summary
Key Terms
Review Questions
Discussion Questions
References

Chapter 11 Elaboration Likelihood Model
Learning Objectives
Elaboration
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
Testing ELM
Using ELM to Influence Attitudes
Strengths and Limitations
Summary
Key Terms
Review Questions
Discussion Questions
References

Section Four Strategies and Tactics
Chapter 12 Compliance

Learning Objectives
Levels of Influence
Compliance-Gaining Typologies
Marwell and Schmitt
Schenck-Hamlin, Wiseman, and Georgacarokos
Kearney, Plax, Richmond, and McCroskey

Propaganda
Ethical Issues in Propaganda
Propaganda Tactics

Sequential Request Strategies
Door-in-the-Face
Foot-in-the-Door

Summary
Key Terms
Review Questions
Discussion Questions
References

Section Five Ethics in Persuasion
Chapter 13 Ethics

Learning Objectives
Ethical Nature of Persuasion
Rules-Based Approaches to Ethics
Johannesen’s Ethical Perspectives
Religious Perspective
Human Nature Perspective
Political Perspective
Dialogical Perspective
Situational Perspective
Legal 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?

Summary
Key Terms
Review Questions
Discussion Questions
References

Glossary

Index

Ann Bainbridge Frymier

Ann Bainbridge Frymier is a Professor of Communication and Associate Dean of the Graduate School at Miami University and received an Ed.D. in communication studies and curriculum and instruction in 1992 from West Virginia University.

Dr. Frymier’s primary area of research is instructional communication, focusing on effective communication in instructional environments. Her research is published in a variety of journals including Communication Education, Communication Quarterly, Journal of Applied Communication, and Communication Research Reports and has written several book chapters.

Dr. Frymier frequently teaches persuasion and research methods and has taught a wide variety of other courses, including instructional communication, interpersonal communication, organizational communication, intercultural communication, and nonverbal communication.

Marjorie Keeshan Nadler

Marjorie Keeshan Nadler is a Professor Emerita at Miami University and received a Ph.D. in communication studies from the University of Kansas in 1983.

Dr. Nadler’s research focused on gender communication, persuasion, public relations, and instructional communication. She coedited a book on gender communication, and her research appeared in book chapters and journals such as Communication Studies, Journal on Excellence in College Teaching, Women’s Studies in Communication, Journalism and Mass Communication Educator, and Journal of the Association of Communication Administrators.

Dr. Nadler primarily taught courses in persuasion, public relations, and methods of teaching communication.

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

Related ISBN's: 9781524907372, 9781524910822

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