7th Edition

Persuasion Social Influence and Compliance Gaining

By Robert H Gass, John S Seiter Copyright 2022
    500 Pages 32 Color & 31 B/W Illustrations
    by Routledge

    500 Pages 32 Color & 31 B/W Illustrations
    by Routledge

    500 Pages 32 Color & 31 B/W Illustrations
    by Routledge

    500 Pages 32 Color & 31 B/W Illustrations
    by Routledge

    The seventh edition of this field-leading textbook provides an accessible and rigorous presentation of major theories of persuasion and their applications to a variety of real-world contexts.

    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 expanded treatment of digital and social media; up-to-date research on theory and practice; an increased number of international cases; and new and expanded discussions of topics such as online influencers, disinformation and 'fake news,' deepfakes, message framing, normative influence, stigmatized language, and inoculation theory.

    This is the ideal textbook for courses on persuasion in communication, psychology, advertising, and marketing programs. Instructors can also use the book’s downloadable test bank, instructor’s manual, and PowerPoint slides in preparing course material.



    Chapter 1: Why Study Persuasion?

    Chapter 2: What Constitutes Persuasion?

    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 Appeals

    Chapter 14: Visual Persuasion

    Chapter 15: Esoteric Forms of Persuasion

    Chapter 16: The Ethics of Persuasion



    Robert H. Gass (Ph.D. University of Kansas) is Professor Emeritus of Communication Studies at California State University, Fullerton. His areas of expertise include argumentation, persuasion, social influence, and compliance gaining. Dr. Gass has published two texts and one edited text (with co-author John S. Seiter) and over 70 scholarly articles, book chapters, published conference proceedings, and professional papers. His text with John S. Seiter, Persuasion: Social Influence and Compliance Gaining, is the best-selling persuasion text in the field of communication studies. Among the awards he has received are Distinguished Faculty Member, Faculty Recognition Award for Scholarly and Creative Activity, multiple Annual Author awards, and Outstanding Scholarship and Creativity Award. He has also done consulting work for the California Dairy Council, the California Dietetic Association, and Caltrans.

    John S. Seiter (Ph.D. University of Southern California) is Distinguished Professor of Communication Studies in the Department of Communication Studies and Philosophy at Utah State University. His research focuses broadly on persuasion and specifically on topics such as political aggression, effective approaches to compliance gaining, deception, nonverbal influence, and persuasion in hospitality contexts. His work has been recognized by over ten Top Paper awards at both regional and national conferences. He has coauthored and coedited several books, including Persuasion: Social Influence and Compliance Gaining (now in its seventh edition) and Nonverbal Communication in Political Debates. Previously, Dr. Seiter was recipient of his university’s Lifetime Achievement and Professor of the Year awards.