Persuasion
Theory and Research

Third Edition

Daniel J. O'Keefe - Northwestern University, USA

Additional resources:

March 2015 | 408 pages | SAGE Publications, Inc

Persuasion: Theory and Research, Third Edition is a comprehensive overview of social-scientific theory and research on persuasion. Written in a clear and accessible style that assumes no special technical background in research methods, the Third Edition has been thoroughly revised to reflect developments in persuasion studies. New discussions of subjects such as reactance and the use of narratives as vehicles for persuasion, revised treatments of the theories of reasoned action and planned behavior, and two new chapters on social judgment theory and stage models provide your students with the most current work on persuasion in a clear, straightforward manner. In this edition, author Daniel J. O'Keefe has given special attention to the importance of adapting (tailoring) messages to audiences to maximize persuasiveness. Each chapter has a set of review questions to guide students through the chapter’s material and quickly master the concepts being introduced.

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ISBN: 9781452276670	Paperback	Suggested Retail Price: $113.00	Bookstore Price: $90.40
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Preface

Chapter 1: Persuasion, Attitudes, and Actions

The Concept of Persuasion

The Concept of Attitude

Attitude Measurement Techniques

Attitudes and Behaviors

Assessing Persuasive Effects

Conclusion

Notes

Chapter 2: Social Judgment Theory

Judgments of Alternative Positions on an Issue

Reactions to Communications

Critical Assessment

Conclusion

Notes

Chapter 3: Functional Approaches to Attitude

A Classic Functional Analysis

Subsequent Developments

Commentary

Conclusion

Notes

Chapter 4: Belief-Based Models of Attitude

Summative Model of Attitude

Research Evidence and Commentary

Conclusion

Notes

Chapter 5: Cognitive Dissonance Theory

General Theoretical Sketch

Some Research Applications

Revisions of, And Alternatives to, Dissonance Theory

Conclusion

Notes

Chapter 6: Reasoned Action Theory

The Reasoned Action Theory Model

Influencing Intentions

Intentions and Behaviors

Adapting Persuasive Messages to Recipients Based on Reasoned Action Theory

Commentary

Conclusion

Notes

Chapter 7: Stage Models

The Transtheoretical Model

The Distinctive Claims of Stage Models

Other Stage Models

Conclusion

Notes

Chapter 8: Elaboration Likelihood Model

Variations in the Degree of Elaboration: Central versus Peripheral Routes to Persuasion

Factors Affecting the Degree of Elaboration

Influences on Persuasive Effects under Conditions of High Elaboration: Central Routes to Persuasion

Influences on Persuasive Effects under Conditions of Low Elaboration: Peripheral Routes to Persuasion

Multiple Roles for Persuasion Variables

Adapting Persuasive Messages to Recipients Based on the ELM

Commentary

Conclusion

Notes

Chapter 9: The Study of Persuasive Effects

Experimental Design and Causal Inference

Two General Challenges in Studying Persuasive Effects

Conclusion

Notes

Chapter 10: Communicator Factors

Communicator Credibility

Liking

Other Communicator Factors

Conclusion

Notes

Chapter 11: Message Factors

Message Structure and Format

Message Content

Sequential Request Strategies

Conclusion

Notes

Chapter 12: Receiver Factors

Individual Differences

Transient Receiver States

Influencing Susceptibility to Persuasion

Conclusion

Notes

References

Author Index

Subject Index

About the Author

Supplements

Instructor Site

Password-protected INSTRUCTOR RESOURCES you’ll actually use!

Save time and ease class preparation with the additional guidance and tools, including:

Test banks provide a diverse range of pre-written options as well as the opportunity to edit any question and/or insert your own personalized questions to effectively assess students’ progress and understanding.
Editable, chapter-specific PowerPoint^® slides offer complete flexibility for creating a multimedia presentation for your course.
Sample course syllabi provide suggested models for structuring your course structure.
Lecture notes summarize key concepts on a chapter-by-chapter basis to help with preparation for lectures and class discussions.
Chapter-specific discussion questions help launch conversation by prompting students to engage with the material and by reinforcing important content.
Media Links, including carefully selected chapter-by-chapter video and multimedia content which enhance classroom-based explorations of key topics
EXCLUSIVE! Access to full-text SAGE journal articles that have been carefully selected to support and expand on the concepts presented in each chapter

Relevant topic. Well-written book.

Mr Peter Karlsson

Psychology , Halmstad University

October 30, 2015

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Key features

NEW TO THIS EDITION:

Integrates cutting-edge research throughout the text to ensure students have the most current information in the field
New coverage of narrative persuasion helps students see how storytelling can be a tool to persuade and motivate
New coverage of reactance discusses negative reactions that persuasive messages can evoke—and how to minimize such resistance
A new chapter on stage models of behavior change explores the idea that influencing behavior involves a set of distinct progressive steps
A new chapter on social judgment theory describes how receivers with the same position can nevertheless react differently to the same persuasive message
Special attention is given throughout this edition to the importance of adapting (tailoring) persuasive messaging to enhance effectiveness
New review questions have been added throughout each chapter to help students quickly master the concepts being introduced

KEY FEATURES:

A compact summary of key research findings in persuasion is written in an accessible style that assumes no special technical background in research methods
A comprehensive overview of different theoretical frameworks provides students with a well-rounded understanding and working knowledge and use of a variety of theories
Detailed discussions of important theoretical and methodological questions encourage critical thinking and promote further research for a deeper understanding of the material

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Persuasion
Theory and Research

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