Part I: Fundamental Issues in Persuasion Research. Concepts, Definitions, and Basic Distinctions. Investigating Persuasive Communication. Examining the Attitude-Behavior Relationship. The Effects of Behavior on Attitudes. Part II: Components of Persuasive Transactions. Source Characteristics in Persuasive Communication. Persuasive Message Characteristics: Rational Appeals. Persuasive Message Characteristics: Emotional Appeals. Receiver Characteristics. Characteristics of Persuasive Settings. Part III: Persuasion Models. Cognitive Models of Persuasion. Models of Interpersonal Compliance. Producing and Resisting Influence Messages. Persuasive Communication Campaigns.
James B. Stiff, PhD, is President of Trial Analysts, Incorporated, a litigation consulting firm with offices in Dallas and College Station, Texas. He previously taught at Michigan State University, Arizona State University, and the University of Kansas.
Paul A. Mongeau, PhD, is a Professor at the Hugh Downs School of Human Communication at Arizona State University. He previously spent 15 years teaching at Miami University in Oxford, Ohio.
'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