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The Dynamics of Persuasion
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New or Used: 2 copies from $171.60
New or Used: 2 copies from $171.60
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Table of Contents

Preface Acknowledgments Part 1 Foundations Chapter 1 Introduction to Persuasion Chapter 2 Historical and Ethical Foundations Part Two The Nature of Attitudes Chapter 3 Attitudes: Definition and Structure Chapter 4 The Power of our Passions: Theory and Research on Strong Attitudes Chapter 5 Attitudes: Functions and Consequences Chapter 6 Attitude Measurement Part Three Changing Attitudes and Behavior Chapter 7 Processing Persuasive Communications Chapter 8 "Who Says It": Communicator Factors in Persuasion Chapter 9 Fundamentals of the Message Chapter 10 Emotional Message Appeals: Fear and Guilt Chapter 11 Cognitive Dissonance Theory Part Four Persuasive Communication Contexts Chapter 12 Interpersonal Persuasion Chapter 13 Advertising, Marketing, and Persuasion Chapter 14 Health Communication Campaigns Glossary Subject Index Author Index

About the Author

Richard M. Perloff, Professor of Communication at Cleveland State University, has been on the faculty at Cleveland State since 1979. He has written scholarly textbooks on persuasion, political communication, and the communication of AIDS prevention. Dr. Perloff is a nationally-known expert on the third-person effect, the divergent perceptions of mass media impact on others and the self. He also published the book The Dynamics of Political Communication.

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