The Dynamics of Persuasion: Communication and Attitudes in the 21st Century (Routledge Communication Series)

Hardcover
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Author: Richard M. Perloff

ISBN-10: 0415805678

ISBN-13: 9780415805674

Category: Media - General & Miscellaneous

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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.

Pt. 1 Foundations 11 Introduction to Persuasion 32 Attitudes: Definition and Structure 403 Attitudes: Functions and Consequences 804 Attitude Measurement 107Pt. 2 Changing Attitudes and Behavior 1235 Processing Persuasive Communications 1256 "Who Says It": Source Factors in Persuasion 1557 Message Factors 1848 Personality and Persuasion 2249 Cognitive Dissonance Theory 23610 Interpersonal Persuasion 258Pt. 3 Persuasion in American Society 28511 Advertising 28712 Communication Campaigns 323References 360Indexes 401