Persuasion

Social Influence and Compliance Gaining

By: Robert H. Gass, John S. Seiter

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eText | 27 February 2026 | Edition Number 8

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The eighth edition of this field-leading textbook provides an accessible and rigorous presentation of the major theories and processes of persuasion and their applications to a variety of real-world contexts.

In addition to presenting established theories and models, this text encourages students to develop and apply general conclusions about persuasion in real-world settings. Along the way, students are introduced to the practice of social influence in an array of contexts (e.g., advertising, marketing, politics, interpersonal relationships, social media, groups) and across a variety of topics (e.g., credibility, personality, deception, motivational appeals, visual persuasion). The new edition features cutting-edge material on artificial intelligence, deepfakes, influencers, misinformation, disinformation, malinformation, and political polarization. It also features a wealth of practical, real-life examples of the concepts presented, including intercultural applications.

Presenting empirical research in a reader-friendly and accessible style, this is the ideal textbook for courses on persuasion in communication, psychology, advertising, and marketing programs.

Instructor and Student Resources include an Instructor's Manual, in-class exercises and instructional materials, links to online video clips, a test bank and PowerPoint slides. They are available online at www.routledgelearning.com/persuasion.