The Dynamics of Persuasion
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Home > Reference > Interdisciplinary studies > Communication studies > The Dynamics of Persuasion: Communication and Attitudes in the 21st Century(Routledge Communication Series)
The Dynamics of Persuasion: Communication and Attitudes in the 21st Century(Routledge Communication Series)

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


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About the Book

This completely revised second edition of the best-selling text presents an up-to-date, comprehensive introduction to persuasive communication and attitude change. Employing the same organizational strategy he used in the first edition but offering more applications and fresh examples, Richard Perloff systematically explores the impact of persuasive communications on attitudes toward a host of topics spanning health, politics, and racial prejudice. This text will: *enhance students' understanding of persuasion theories and research; *introduce readers to the social science perspective on persuasion; *expose students to major issues discussed in the field of persuasion research; *help students appreciate complexities and subtleties in the dynamics of everyday persuasion; and *raise consciousness about the ethics of contemporary persuasion. Part I introduces students to the ubiquity of persuasion, how it is defined and differentiated from related terms, and the meaning of core concepts like attitude, belief, and value. Perloff combines a discussion of major concepts, such as balance theory, accessibility, and the theory of reasoned action with application of these concepts to numerous situations in everyday life, including the Clinton-Lewinsky scandal, body art, religion, abortion, and AIDS prevention. Part II of the book explores communication and attitude change. Contemporary theories, such as the Elaboration Likelihood Model, the Extended Parallel Process Model, and Cognitive Dissonance Theory are discussed in detail. Students and professors will find an up-to-date discussion of research generated by these theories, coupled with criticisms of theoretical perspectives. Part III of the book examines advertising and communication campaigns. After introducing students to advertising--using well-known advertising slogans and motifs--Perloff debunks subliminal advertising and describes major theories of advertising effects. Written for the upper-undergraduate level, The Dynamics of Persuasion is appropriate for courses in the social sciences, notably communication, speech, journalism, psychology, marketing, and sociology.

Table of Contents:
Contents: Preface. Part I: Foundations. Introduction to Persuasion. Attitudes: Definition and Structure. Attitudes: Functions and Consequences. Attitude Measurement. Part II: Changing Attitudes and Behavior. Processing Persuasive Communications. "Who Says It": Source Factors in Persuasion. Message Factors. Personality and Persuasion. Cognitive Dissonance Theory. Interpersonal Persuasion. Part III: Persuasion in American Society. Advertising. Communication Campaigns.

Review :
"...this persuasion theories, research, issues, and contexts offers a useful supplementary resource for students, researchers, or practitioners of health." —Journal of Health Communication "Rick Perloff handles the challenging issues in persuasion research directly and intuitively. This text is inviting enough to engage the advanced undergraduate, and sophisticated enough to satisfy the expert. A fine choice for undergraduate and master's level classes in persuasion." —Michael D. Slater Colorado State University "When a publisher chooses to invite an author to prepare a second (or higher) edition of a book, it is a strong indication that people have responded very well to the earlier edition. Hence, most new editions maintain most of the previous edition and make a few improvements but avoid a thorough overhaul of the book because that may disappoint readers of the first edition. Perloff has not taken that option. Instead he has kept the best parts of the first edition and made substantial improvements in this second edition of The Dynamics of Persuasion. The first edition was very good, this edition is much better. Every persuasion scholar should take a careful look at this edition. It includes information which may be unfamiliar even to experienced scholars. The writing in the book also is highly accessible to even beginning students of persuasion." —James C. McCroskey West Virginia University


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Product Details
  • ISBN-13: 9781135639211
  • Binding: Digital (delivered electronically)
  • Language: English
  • No of Pages: 424
  • Returnable: N
  • Sub Title: Communication and Attitudes in the 21st Century
  • ISBN-10: 1135639213
  • Edition: New edition
  • No of Pages: 424
  • Returnable: N
  • Series Title: Routledge Communication Series


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