You are here

SAGE online ordering services and account tools will be unavailable due to system maintenance beginning Saturday, December 14 at 1:00am GMT until Sunday, December 15 at 8:00pm GMT. If you need immediate assistance, please contact 800-233-9936. Thank you for your patience and we apologise for the inconvenience.
Persuasion
Share

Persuasion
Theory and Research

Third Edition
Additional resources:

Courses:
Persuasion | Persuasion

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. 

 
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
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

Preview this book

Select a Purchasing Option

Electronic version
Prices from
$57.00*
*180 day rental

This title is also available on SAGE Knowledge, the ultimate social sciences online library. If your library doesn’t have access, ask your librarian to start a trial.