The Dynamics of Persuasion: Communication and Attitudes in the 21st Century, Vol. 2
This text is appropriate for advanced courses on persuasion in communication, psychology, marketing, and sociology. In its exploration of the dynamics of persuasive communication, it illuminates the powerful effects persuasion has in contemporary society and enhances understanding of this ubiquitous communicative strategy.
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The Dynamics of Persuasion provides a comprehensive and up-to-date introduction to persuasive communication and attitude change. Offering a thorough discussion of classic and contemporary theories of persuasion, this text explores the structure and functions of attitudes, consistency between attitude and behavior, and issues in attitude measurement. Examining persuasion through media, interpersonal, and psychological lenses, author Richard M. Perloff systematically investigates the impact of persuasive communication on attitudes toward a variety of topics, including health, politics, and racial prejudice. In addition to presenting persuasion theory and research, he provides numerous examples of persuasion in action, demonstrating the role of persuasion research in everyday life. Written in a highly accessible and clear style, The Dynamics of Persuasion serves to: introduce the social science perspective on persuasionenhance understanding of persuasion theories and researchhighlight the major issues discussed in the field of persuasion researchexplore the complexities and subtleties in the dynamics of everyday persuasionraise awareness about the ethics of contemporary persuasion. New to this edition are: 2008 election examples interspersed througout the textfocused discussions on compliance-gaining and negative advertisingexamples of strong attitude, such as the pros and cons of using animals in research. Complimented by a Companion Website (www.routledge.com/textbooks/dynamicsofpersuasion4e) with resources for students and instructors, The Dynamics of Persuasion is an engaging text appropriate for advanced courses on persuasion in communication, psychology, marketing, and sociology. In its exploration of the dynamics of persuasive communication, it illuminates the powerful effects persuasion has in contemporary society and enhances understanding of this ubiquitous communicative strategy.
PrefacePt. 1Foundations11Introduction to Persuasion32Attitudes: Definition and Structure363Attitudes: Functions and Consequences734Attitude Measurement101Pt. 2Changing Attitudes and Behavior1175Processing Persuasive Communications1196"Who Says It": Source Factors in Persuasion1497Message Factors1768Personality and Persuasion2119Cognitive Dissonance Theory22310Interpersonal Persuasion246Pt. 3Persuasion in American Society27111Advertising27312Communication Campaigns302References341Author Index379Subject Index388
