Persuasive Communication, Third Edition

Nonfiction, Reference & Language, Language Arts, Communication, Health & Well Being, Psychology, Social Psychology
Cover of the book Persuasive Communication, Third Edition by James B. Stiff, PhD, Paul A. Mongeau, PhD, Guilford Publications
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Author: James B. Stiff, PhD, Paul A. Mongeau, PhD ISBN: 9781462529506
Publisher: Guilford Publications Publication: August 26, 2016
Imprint: The Guilford Press Language: English
Author: James B. Stiff, PhD, Paul A. Mongeau, PhD
ISBN: 9781462529506
Publisher: Guilford Publications
Publication: August 26, 2016
Imprint: The Guilford Press
Language: English

Providing an accessible integration of theory and research methods, this text prepares students to critically analyze persuasive appeals and to design effective messages and campaigns. The book draws on key ideas from both communication and social psychology to explore the mutual influence of cognitive and affective processes and the characteristics and production of messages. It gives the reader a solid grasp of foundational issues in persuasion research, the core components of persuasive transactions, and major theoretical models. Instructive concrete examples illustrate applications of the concepts in such settings as health promotion, political campaigns, the courtroom, and advertising.
 
New to This Edition
*Engaging topic boxes on college drinking, attitudes about same-sex marriage, the "birther" movement, and other timely issues.
*New or expanded discussions of the integrative model of behavioral prediction, the use of guilt appeals, social media, individualized tailoring of political messages, and numerous other topics.
*The latest data and theoretical perspectives.
*Epilogue on current and future trends in the field.

View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart

Providing an accessible integration of theory and research methods, this text prepares students to critically analyze persuasive appeals and to design effective messages and campaigns. The book draws on key ideas from both communication and social psychology to explore the mutual influence of cognitive and affective processes and the characteristics and production of messages. It gives the reader a solid grasp of foundational issues in persuasion research, the core components of persuasive transactions, and major theoretical models. Instructive concrete examples illustrate applications of the concepts in such settings as health promotion, political campaigns, the courtroom, and advertising.
 
New to This Edition
*Engaging topic boxes on college drinking, attitudes about same-sex marriage, the "birther" movement, and other timely issues.
*New or expanded discussions of the integrative model of behavioral prediction, the use of guilt appeals, social media, individualized tailoring of political messages, and numerous other topics.
*The latest data and theoretical perspectives.
*Epilogue on current and future trends in the field.

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