8th Edition
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, Professor of Communication, Psychology, and Political Science at Cleveland State University, USA, is a nationally recognized scholar of persuasion and psychological perceptions of media. His Dynamics of Persuasion, first published in 1993, has emerged as a major scholarly textbook in the field. His articles on communication theories and psychological perceptions of news have appeared in Communication Theory, Communication Research, and Mass Communication and Society. A dedicated teacher, he has received teaching awards at Cleveland State University.
