The Dynamics of Persuasion: Communication and Attitudes in the 21st Century, 5th Edition (Pack - Book and Online) book cover

The Dynamics of Persuasion

Communication and Attitudes in the 21st Century, 5th Edition

By Richard M. Perloff

© 2014 – Routledge

568 pages

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Pack - Book and Online: 9780415507424
pub: 2013-07-09

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With substantial revisions reflecting new research and changes in society, the fifth edition of The Dynamics of Persuasion introduces students to major theories of persuasion and attitudes, using theory as the key to unlock the mysteries of contemporary social influence. Organized in terms of major concepts, issues, and persuasion contexts, the book offers a lucid introduction to the body of scholarly knowledge on persuasion, up-to-date examples of persuasion in real life, and a thorough discussion of the ethics of persuasion in contemporary society.

This package includes a free one-year subscription to an enhanced Interactive eTextbook, complete with author-narrated chapter synopses, videos, exercises, flashcards, and more resources for instructors and students.

Key features of the interactive e-textbook:

• Anytime, anywhere access via VitalSource’s Bookshelf; the most used eTextbook platform in the world

• End-of-chapter interactive exercises; multiple-choice exercises to encourage students to test their understanding of the key concepts

• Audio chapter introductions from the author

• Note taking and sharing functionalities

• Clickable definitions for key terms

• Hyperlinked further reading with links to key websites selected by the author

• A full color version of the text.

Available Instructor Resources:

• An instructor manual

• An image bank drawn from the text

• A video playlist with complementary discussion questions

• Chapter-by-chapter slides which instructors can adapt and integrate with their teaching

• Web links to useful websites and further reading

Visit where instructors can register to access the instructor resources for free.

Table of Contents

Part 1 Foundations

1 Introduction to Persuasion

2 Historical and Ethical Foundations

Part II The Nature of Attitudes

3 Attitudes: Definition and Structure

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

5 Attitudes: Functions and Consequences

6 Attitude Measurement

Part III Changing Attitudes and Behavior

7 Processing Persuasive Communications

8 "Who Says It": Source Factors in Persuasion 9 Fundamentals of the Message

10 Emotional Message Appeals: Fear and Guilt

11 Cognitive Dissonance Theory Part Four Persuasive Communication Contexts

12 Interpersonal Persuasion

13 Advertising, Marketing, and Persuasion

14 Health Communication Campaigns


About the Author

Richard M. Perloff, Professor of Communication at Cleveland State University, has been on the faculty at Cleveland State since 1979. He has written scholarly textbooks on persuasion, political communication, and the communication of AIDS prevention. Dr. Perloff is a nationally-known expert on the third-person effect, the divergent perceptions of mass media impact on others and the self. From 2003 to 2011, he served as chair and the first director of the School of Communication at Cleveland State. Perloff enjoys teaching undergraduate persuasion, graduate persuasion, and political communication courses at Cleveland State. He is a Fellow of the Midwest Association for Public Opinion Research, writes feature stories for Cleveland weekly newspapers, and has received city and state-wide journalism awards for his work. He lives in Beachwood, Ohio with his family, is an early morning swimmer, and newspaper-with- coffee aficionado.

About the Series

Routledge Communication Series

The Routledge Communication Series covers the breadth of the communication discipline, from interpersonal communication to public relations, offering textbooks, handbooks, and scholarly reference materials.

Learn more…

Subject Categories

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

Interactive eTextbook

This text includes access to an enhanced Interactive eTextbook. This new Routledge initiative combines high quality content and pedagogy with the best new digital technology and resources.

Start using your eTextbook today by registering at, applying the scratch-off code found at the front of your book.

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Key features of the Interactive eTextbook include:

Embedded Hyperlinked - Links to key websites and recommended reading from the author.

End-of-chapter assessments and quizzes - Interactive multiple-choice exercises to encourage students to test their understanding of the key concepts.

Anytime, Anywhere Access - Made possible by a partnership between Routledge and VitalSource®, your interactive eTextbook is accessible via VitalSource’s Bookshelf - the most used eTextbook platform in the world. Bookshelf makes digital reading possible online, offline as a download or on mobile devices in native apps as well as browsers. Please see the help section if you encounter any difficulties in pairing devices or accessing your eTextbook on your preferred device.

Notes - It’s easy to add notes and save them in the cloud and these notes can be synchronized across devices. Online help is built into Bookshelf®. Notes can be used privately or users can share comments on the text with a group. With this feature comments and notes from lectures or seminars can move from instructor to student, student to instructor, and student to student.

Instructor Resources

A complimentary Instructor Resources website is available to help instructors integrate the textbook into their teaching. The Instructor Resources website includes:

  • Access to additional multimedia material; including diagrams, images and video content
  • Chapter-by-chapter customizable PowerPoint slides, which can be used in seminars or lectures
  • Web links to useful websites and further reading.

Visit where educators can register to access the instructor resources for free.
If you are an instructor and need help registering for Instructor Resources, download the instructor resources guide PDF.