Persuasion: Social Influence and Compliance Gaining, 6th Edition (Paperback) book cover


Social Influence and Compliance Gaining, 6th Edition

By Robert H Gass, John S Seiter


450 pages

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pub: 2018-02-16
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Now in its sixth edition, Persuasion: Social Influence and Compliance Gaining continues to boast an accessible voice and vibrant aesthetic that appeals 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.


The sixth edition of Persuasion: Social Influence and Compliance-Gaining continues to present persuasion concepts and theory in a comprehensive and engaging fashion. It is clear why this text is a leader in the discipline as it is both comprehensive and accessible to students. The sixth edition adds important material on digital and online persuasion which expands its’ impact in explaining contemporary persuasion.

Andrew S. Rancer, Ph.D., University of Akron, USA

This book is a joy to read and captures students’ interest in ways other textbooks do not. In today’s world of sound bites and video clips, the humor, clever examples, and carefully chosen illustrations in this book captivate readers and make learning about persuasion accessible. The authors do an excellent job seeking out the most peculiar and intriguing research studies to engage their readers and make learning about persuasion research findings fun!

Elizabeth Dorrance Hall, Ph.D., Michigan State University, USA

Table of Contents

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

About the Authors

Robert H. Gass is Professor Emeritus of Communication Studies at California State University, Fullerton, USA.

John S. Seiter is Professor in the Department of Languages, Philosophy, and Communication Studies at Utah State University, USA.

Subject Categories

BISAC Subject Codes/Headings:
LANGUAGE ARTS & DISCIPLINES / Communication Studies


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