Persuasion : Social Influence and Compliance Gaining book cover
6th Edition

Social Influence and Compliance Gaining

ISBN 9781138630611
Published February 16, 2018 by Routledge
470 Pages

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Book Description

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.

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

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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.


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