The Dynamics of Persuasion: Communication and Attitudes in the Twenty-First Century, 6th Edition (Paperback) book cover

The Dynamics of Persuasion

Communication and Attitudes in the Twenty-First Century, 6th Edition

By Richard M. Perloff

© 2017 – Routledge

628 pages

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Description

The Dynamics of Persuasion has been a staple resource for teaching persuasion for nearly two decades. Author Richard M. Perloff speaks to students in a style that is engaging and informational, explaining key theories and research as well as providing timely and relevant examples. The companion website includes materials for both students and instructors and expanding the pedagogical utilities.

The sixth edition includes:

  • updated theoretical and applied research in a variety of areas, including framing, inoculation, and self-affirmation;
  • new studies of health campaigns;
  • expanded coverage of social media marketing;
  • enhanced discussion of the Elaboration Likelihood Model in light of continued research and new applications to everyday persuasion.

The fundamentals of the book – emphasis on theory, clear-cut explanation of findings, in-depth discussion of persuasion processes and effects, and easy-to-follow real-world applications – continue in the sixth edition.

Table of Contents

Preface

Acknowledgments

Part 1 Foundations

Chapter 1 Introduction to Persuasion

Chapter 2 Historical and Ethical Foundations

Part Two The Nature of Attitudes

Chapter 3 Attitudes: Definition and Structure

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

Chapter 5 Attitudes: Functions and Consequences

Chapter 6 Attitude Measurement

Part Three Changing Attitudes and Behavior

Chapter 7 Processing Persuasive Communications

Chapter 8 "Who Says It": Communicator Factors in Persuasion

Chapter 9 Fundamentals of the Message

Chapter 10 Emotional Message Appeals: Fear and Guilt

Chapter 11 Cognitive Dissonance Theory Part Four Persuasive Communication Contexts

Chapter 12 Interpersonal Persuasion

Chapter 13 Advertising, Marketing, and Persuasion

Chapter 14 Health Communication Campaigns

Glossary

Subject Index

Author Index

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. He also published the book The Dynamics of Political Communication.

About the Series

Routledge Communication Series

Learn more…

Subject Categories

BISAC Subject Codes/Headings:
LAN004000
LANGUAGE ARTS & DISCIPLINES / Communication Studies
PSY031000
PSYCHOLOGY / Social Psychology
SOC052000
SOCIAL SCIENCE / Media Studies