The Dynamics of Persuasion Communication and Attitudes in the 21st Century Richard M. Perloff

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Product details:

• ISBN-10 ‏ : ‎ 0415805686
• ISBN-13 ‏ : ‎ 9780415805681
• Author: Richard M. Perloff

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.

Table of contents:

Part 1: Foundations

1. Introduction to Persuasion

2. Foundations of Persuasion

3. Historical, Scientific, and Ethical Foundations

Part 2: The Nature of Attitudes

4. Attitudes: Definition and Structure

5. Attitudes, Behavior, and the Keys to Persuasion

6. Attitude Functions

7. The Power of Our Passions: Theory and Research on Strong Attitudes

8. Automatic Attitudes, Priming, and Prejudice

9. Attitude Measurement

Part 3: Changing Attitudes and Behavior

10. Processing Persuasive Communications

11. “Who Says It”: Charisma, Authority, and the Controversial Milgram Study

12. “Who Says It”: Credibility and Social Attractiveness

13. Fundamentals of the Message

14. Emotional Message Appeals: Fear and Guilt

15. Cognitive Dissonance Theory

Part 4: Persuasive Communication Contexts

16. Interpersonal Persuasion

17. Advertising, Marketing, and Persuasion

18. Health Communication Campaigns

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