The Dynamics of Persuasion Communication and Attitudes in the 21st Century

Part 1: Foundations  

1. Introduction to Persuasion  

2. Foundations of Persuasion  

3. Historical, Scientific, and Ethical Foundations  

Part 2: The Nature of Attitudes  

4. Attitudes: Definition and Structure  

5. Attitudes, Behavior, and the Keys to Persuasion  

6. Attitude Functions

7. The Power of Our Passions: Theory and Research on Strong Attitudes  

8. Automatic Attitudes, Priming, and Prejudice  

9. Attitude Measurement  

Part 3: Changing Attitudes and Behavior  

10. Processing Persuasive Communications  

11. “Who Says It”: Charisma, Authority, and the Controversial Milgram Study  

12. “Who Says It”: Credibility and Social Attractiveness  

13. Fundamentals of the Message  

14. Emotional Message Appeals: Fear and Guilt  

15. Cognitive Dissonance Theory  

Part 4: Persuasive Communication Contexts  

16. Interpersonal Persuasion  

17. Advertising, Marketing, and Persuasion  

18. Health Communication Campaigns  

Biography

Richard M. Perloff is Distinguished Professor of Communication, Psychology, and Political Science at Cleveland State University. His Dynamics of Persuasion, first published in 1993, has emerged as a major scholarly textbook in the field. Perloff is nationally known for his scholarship, including sole-authored or co-authored Milestone review articles in Mass Communication and Society on three core mass communication concepts: agenda-setting, the third-person effect, and cultivation. Perloff has published numerous essays drawing on scholarship in major American newspapers. A dedicated teacher, he has received teaching awards at Cleveland State University.

“Richard Perloff’s Dynamics of Persuasion remains the definitive guide to understanding how influence works. Drawing on decades of scholarship from one of the field’s pre-eminent experts, the 9th edition seamlessly blends foundational insights with contemporary examples—from social media influencers and misinformation to the growing role of artificial intelligence. Clear, engaging, and remarkably nuanced, this book does more than explain the psychology of influence; it equips readers with tangible tools to see it everywhere. For students and scholars alike, there is no better introduction to the science and practice of persuasion.”

Nathan Walter, Northwestern University, USA

"The 9th edition of The Dynamics of Persuasion is more than simply an update; it is an essential guide to understanding how attitudes and beliefs are formed, manipulated, and changed. A must-read for any individual serious about grasping persuasion in the twenty-first century."

William Hoffman, Florida State University, USA

“Rarely has a textbook been more engaging, more comprehensible, more insightful and more closely tied to everyday life than The Dynamics of Persuasion by Richard Perloff. If you want to teach your students in an enjoyable and entertaining way, this is a must-have.”

Anna Wagner, Radboud University, the Netherlands

"This textbook strikes an excellent balance between theoretical depth and real-world application. It equips students with essential persuasion knowledge to understand today’s pressing issues and to engage with them. "

Yan Huang, University of Houston, USA

“Perloff does an excellent job of staying on relevant pulses in society and updating past and current attitude theories with current events – making it an absorbing read for students and professors”

Will Huggon, University of Toronto Mississauga, Canada