Persuasion: Integrating Theory, Research, and Practice

Persuasion: Integrating Theory, Research, and Practice provides persuasion skills students seek integrated with persuasion theories instructors want to teach - the two approaches that have often been at odds with one anotherPersuasion: Integrating Theory, Research, and Practice: Explains the five major theories of persuasion. Features an entire chapter dedicated to ethics as it relates to persuasion. Utilizes research studies to illustrate theory and its application. Includes numerous current examples and illustrations throughout that bring the application of the chapter concepts to life. Has an Enhanced Online Learning Package designed for students and instructors. Seamlessly integrated within the book's pedagogy, it includes chapter outlines, activities, interactive exercises, a glossary of terms, PowerPointÔäó presentations, links to video clips, and a course management system. Provides an extensive instructor's package to make the textbook transition seamless for the instructor.

Table of Contents:
Preface About the Authors Section One Introduction to Persuasion Chapter 1 The Concept of Persuasion Learning Objectives Defining Characteristics of Persuasion Why Study Persuasion? Where and When Do We Persuade? Persuasion as One of Multiple Forms of Influence The Role of Ethics in Persuasion The Layout of the Book Summary Key Terms Review Questions Discussion Questions References Chapter 2 Attitudes: Definition, Formation, and Measurement Learning Objectives Characteristics of Attitudes Attitude Defined Theories of Attitude Formation Classical Conditioning Operant Conditioning Modeling The Functions of Attitudes Attitude and Related Concepts How Do We Measure Attitudes? Thurstone Scales Likert Scales Semantic Differential Scales Implicit Measures Summary Key Terms Review Questions Discussion Questions References Chapter 3 The Relationship between Attitudes and Behaviors Learning Objectives Do Attitudes Influence Behavior? Influencing Behavior Measurement Factors Behavioral Control Beliefs Formation Factors Cognitive Processing Factors Situational Factors Summary Key Terms Review Questions Discussion Questions References Section Two The Persuasion Process Chapter 4 Source Factors Learning Objectives Credibility Aristotle's Approach Dimensions of Credibility Credibility and Persuasion Persistence of Source Credibility Effects over Time Introductions and Credibility Message Variables Channel Factors Other Source Factors Power Authority and Obedience Normative Influence and Similarity Physical Attractiveness Likeability Summary Key Terms Review Questions Discussion Questions References Chapter 5 Message Factors Learning Objectives What I Say: Message Content Logical versus Emotional Appeals Humor Guilt Fear Extended Parallel Process Model Using the Extended Parallel Process Model Use of Evidence Narrative versus Statistical Evidence One-Sided versus Two-Sided Messages How I Say It: Language Style Powerful versus Powerless Speech Intense Language Resistance to Persuasion Inoculation Theory Forewarning Summary Key Terms Review Questions Discussion Questions References Chapter 6 Receiver and Channel Factors Learning Objectives Receiver Characteristics and Persuasion Psychological Characteristics Self-Esteem and Self-Efficacy Self-Monitoring Involvement Demographic Characteristics Biological Sex Age Culture Audience Segmentation and Targeted Messages Channel Factors Medium The Subliminal Channel Summary Key Terms Review Questions Discussion Questions References Section Three Theories of Persuasion Chapter 7 The Role of Theory in Persuasion Learning Objectives What is a Theory? Why Do We Need Theories? Explaining Phenomena Predicting Phenomena Controlling Phenomena Scientific versus Folk Theory How Do We Test Theory? Make Predictions Design Methods Collect Data Analyze Data Revise the Theory Classic Theories of Persuasion Yale Approach Group Dynamics Balance Theory Unanswered Questions Summary Key Terms Review Questions Discussion Questions References Chapter 8 Social Judgment Theory Learning Objectives Latitudes of Acceptance and Rejection Judgments and Attitude Change Ego-Involvement Changing Attitudes with Social Judgment Theory Applying Social Judgment Theory Strength and Limitations Summary Key Terms Review Questions Discussion Questions References Chapter 9 Consistency and Cognitive Dissonance Theory Learning Objectives Consistency Cognitive Dissonance Theory Magnitude of Dissonance Dissonance Reduction Cognitive Dissonance Contexts Induced Compliance Hypocrisy Decision Making Effort Justification Necessary Conditions for Cognitive Dissonance Applying Cognitive Dissonance Theory An Alternate Explanation Self-Perception Theory Self-Perception Theory Postulates Supporting Research Strengths and Limitations Summary Key Terms Review Questions Discussion Questions References Chapter 10 A Reasoned Action Approach Learning Objectives Attitudes are Not Alone The Role of Intentions Subjective Norm Perceived Behavioral Control The Model Measuring and Predicting Attitude toward Behavior Measuring and Predicting Subjective Norms Measuring Perceived Behavioral Control So Now What Do You Do with it? Using TRA to Change Attitudes Using TRA to Change Subjective Norm Using TRA to Change Perceived Behavioral Control Using TRA to Change Behavior Strengths and Limitations Summary Key Terms Review Questions Discussion Questions References Chapter 11 Elaboration Likelihood Model Learning Objectives Elaboration Two Routes to Attitude Change Which Route to Use? Motivation to Process Ability to Process Central versus Peripheral Routes Attitude Change in Central and Peripheral Routes Measurement of Elaboration Testing ELM Using ELM to Influence Attitudes Strengths and Limitations Summary Key Terms Review Questions Discussion Questions References Section Four Strategies and Tactics Chapter 12 Compliance Learning Objectives Levels of Influence Compliance-Gaining Typologies Marwell and Schmitt Schenck-Hamlin, Wiseman, and Georgacarokos Kearney, Plax, Richmond, and McCroskey Propaganda Ethical Issues in Propaganda Propaganda Tactics Sequential Request Strategies Door-in-the-Face Foot-in-the-Door Summary Key Terms Review Questions Discussion Questions References Section Five Ethics in Persuasion Chapter 13 Ethics Learning Objectives Ethical Nature of Persuasion Rules-Based Approaches to Ethics Johannesen's Ethical Perspectives Religious Perspective Human Nature Perspective Political Perspective Dialogical Perspective Situational Perspective Legal Perspective Social Unity Perspective Ethics in Professional Practice The Big Questions Does the End Justify the Means? Is it Ethical to Use Emotional Appeals? Who is ResponsibleÔÇöThe Source? The Receiver? Summary Key Terms Review Questions Discussion Questions References Glossary Index