|
Product Description
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.
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.
Customers Who Bought This Item Also Bought
- The Public Relations Writer's Handbook: The Digital Age
- Ethics in Public Relations: Responsible Advocacy
- Reflect & Relate: An Introduction to Interpersonal Communication
- Advertising Campaign Strategy: A Guide to Marketing Communication Plans
- Introducing Communication Research: Paths of Inquiry
- Age of Propaganda
- Inside The Organization: Perspectives On Employee Communications
- Strategic Public Relations Management (Routledge Communication Series)
- INTEGRATED MARKETING COMMUNICATION 2ED: Creative Strategy from Idea to Implementation
- Influence: Science and Practice (5th Edition)
*If this is not the "Persuasive Communication, Third Edition" product you were looking for, you can check the other results by clicking this link. Details were last updated on Nov 1, 2024 00:00 +08.