The Dynamics of Persuasion: Communication and Attitudes in the Twenty-First Century

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Routledge, 19 dic 2016 - 628 pagine

The Dynamics of Persuasion has been a staple resource for teaching persuasion for nearly two decades. Author Richard M. Perloff speaks to students in a style that is engaging and informational, explaining key theories and research as well as providing timely and relevant examples. The companion website includes materials for both students and instructors and expanding the pedagogical utilities.

The sixth edition includes:

  • updated theoretical and applied research in a variety of areas, including framing, inoculation, and self-affirmation;
  • new studies of health campaigns;
  • expanded coverage of social media marketing;
  • enhanced discussion of the Elaboration Likelihood Model in light of continued research and new applications to everyday persuasion.

The fundamentals of the book – emphasis on theory, clear-cut explanation of findings, in-depth discussion of persuasion processes and effects, and easy-to-follow real-world applications – continue in the sixth edition.

 

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Indice

Criticisms and Reconciliations
Conclusions
Source Factors
Understanding the Communicator
Source Factors in Persuasion Chapter 9 Fundamentals of the Message
Message Content
Language
Fear and Guilt

Historical and Ethical Foundations
When in Rome Speak
The Contemporary Study
Persuasion
The Present Approach
Definition and Structure
Attitudes Are Learned
Structure of Attitudes
The Role of Ideology
IntraAttitudinal
ATTITUDES
Implicit Attitudes
Functions and Consequences
Models of AttitudecBehavior
Accessibility Theory
Gray Areas
Conclusions
Attitude Measurement
Guttman Scale
Focus Groups and Open
Conclusions
Processing Persuasive Communications
Elaboration Likelihood Model
Motivation to Process
The Oprah Book Club
The Electoral Road Show
Central Processing
Guilt Appeals
Cognitive Dissonance Theory
Applications
Resolutions
Dissonance and Persuasion
Conclusions
PERSUASIVE COMMUNICATION CONTEXTS
Interpersonal Persuasion
DoorintheFace
Applications
LowBalling
Pique and DisruptthenReframe
ComplianceGaining
Beyond ComplianceGaining
Advertising Marketing and Persuasion
Mere Exposure
The Magic of Association
Ethical and Legal Issues
Conclusions
Health Communication Campaigns
Campaign Effects
State Antismoking
Values and Ethics
Glossary
Subject Index
Author Index

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Informazioni sull'autore (2016)

Richard M. Perloff, Professor of Communication at Cleveland State University, has been on the faculty at Cleveland State since 1979. He has written scholarly textbooks on persuasion, political communication, and the communication of AIDS prevention. Dr. Perloff is a nationally-known expert on the third-person effect, the divergent perceptions of mass media impact on others and the self. He also published the book The Dynamics of Political Communication.

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