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Persuasive Communication - Paul A. Mongeau


Published: 18th October 2002
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This popular text provides a comprehensive introduction to the study of persuasive messages and their effects. Concepts and methods from communication and social psychology are seamlessly integrated to give students a solid grasp of foundational issues in persuasion research, the core features of persuasive transactions, and major models of persuasive communication. Distinguished by its clear organization and wealth of concrete examples, this is an ideal text for advanced undergraduate- and graduate-level courses for students with a basic understanding of quantitative research methods.

New to This Edition:

*Incorporates empirical and theoretical advances.

*Chapters on the role of emotional appeals in persuasive transactions and the nature of resistance to interpersonal influence, among other topics.

'Stiff and Mongeau present a masterful synthesis of the persuasion literature that is deep enough for use in graduate classes, but so accessible and engaging that it will appeal to undergraduates as well. The second edition offers fresh insights into classic issues and comprehensive, up-to-the-moment coverage of contemporary questions.' - James P. Dillard, Department of Communication Arts, University of Wisconsin Madison

Fundamental Issues in Persuasion Researchp. 1
Concepts, Definitions, and Basic Distinctionsp. 3
Defining Persuasionp. 4
Defining the Attitude Constructp. 11
The Role of Attitude in Persuasion Researchp. 19
Summaryp. 26
Notesp. 26
Investigating Persuasive Communicationp. 27
Common Sense versus Social Sciencep. 28
Scientific Methods of Persuasive Communication Inquiryp. 31
Summaryp. 53
Notesp. 53
Examining the Attitude-Behavior Relationshipp. 55
The LaPiere Studyp. 56
Characteristics of Attitudes and Behaviorsp. 57
Ajzen and Fishbein's Theory of Reasoned Actionp. 60
Factors Moderating the Attitude-Behavior Relationshipp. 68
Summaryp. 75
Notesp. 76
The Effects of Behavior on Attitudesp. 78
The CAA Research Paradigmp. 79
A Theory of Cognitive Dissonancep. 80
Alternative Theoretical Explanationsp. 88
Arousal, CAA, and Attitude Changep. 90
Integration of Cognitive Dissonance and Self-Perception Theoriesp. 94
Summaryp. 99
Notesp. 100
Components of Persuasive Transactionsp. 101
Source Characteristics in Persuasive Communicationp. 103
Source Credibilityp. 104
Related Source Characteristicsp. 119
Summaryp. 125
Notesp. 126
Persuasive Message Characteristics: Rational Appealsp. 127
A Note about Rational and Emotional Appealsp. 128
Rational Persuasive Appealsp. 128
"Filling in the Blanks"p. 142
Summaryp. 143
Notesp. 144
Persuasive Message Characteristics: Emotional Appealsp. 145
Fear Appealsp. 147
Guilt and Persuasionp. 159
The Choice between Rational and Emotional Appealsp. 162
Summaryp. 163
Notesp. 164
Receiver Characteristicsp. 165
Sex/Gender Differences in Persuasibilityp. 166
Message Discrepancy and Persuasionp. 170
Receiver Involvement and Persuasionp. 181
Function Matchingp. 186
Summaryp. 187
Notesp. 188
Characteristics of Persuasive Settingsp. 189
Mode of Message Presentationp. 190
Persuasive Effects of Distracting Stimulip. 194
Persuasive Influences of Collectivesp. 199
Summaryp. 210
Persuasion Modelsp. 211
Cognitive Models of Persuasionp. 213
The Persuasive Effects of "Mere Thought"p. 214
The Elaboration Likelihood Model of Persuasionp. 217
The Heuristic Model of Persuasionp. 230
The Unimodelp. 233
Summaryp. 235
Notesp. 236
Models of Interpersonal Compliancep. 237
Compliance-Gaining Message Selectionp. 239
Sequential Request Strategiesp. 246
Summaryp. 257
Notesp. 257
Producing and Resisting Influence Messagesp. 259
Goals, Plans, and Action in Interpersonal Influencep. 260
Resisting Influence Attemptsp. 272
Summaryp. 280
Notesp. 281
Persuasive Communication Campaignsp. 282
Persuasive Communication Campaignsp. 282
Inoculation Theoryp. 286
Social Cognitive Theoryp. 294
Reconsidering Health Promotion Campaignsp. 302
Summaryp. 305
Notesp. 305
Referencesp. 307
Indexp. 339
About the Authorsp. 351
Table of Contents provided by Syndetics. All Rights Reserved.

ISBN: 9781572307025
ISBN-10: 1572307021
Audience: Tertiary; University or College
Format: Paperback
Language: English
Number Of Pages: 348
Published: 18th October 2002
Publisher: Guilford Publications
Country of Publication: US
Dimensions (cm): 22.9 x 15.3  x 2.54
Weight (kg): 0.57
Edition Number: 2
Edition Type: New edition