The Dynamics of Persuasion Communication and Attitudes in the 21st Century edition by Richard Perlo ISBN 9781138100336

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ISBN 13: 9781138100336
Author:  Richard M. Perlo

The Dynamics of Persuasion has been a staple resource for teaching persuasion for nearly two decades. Author Richard M. Perloff speaks to students in a style that is engaging and informational, explaining key theories and research as well as providing timely and relevant examples. The companion website includes materials for both students and instructors and expanding the pedagogical utilities.

The sixth edition includes:

updated theoretical and applied research in a variety of areas, including framing, inoculation, and self-affirmation;
new studies of health campaigns;
expanded coverage of social media marketing;
enhanced discussion of the Elaboration Likelihood Model in light of continued research and new applications to everyday persuasion.
The fundamentals of the book – emphasis on theory, clear-cut explanation of findings, in-depth discussion of persuasion processes and effects, and easy-to-follow real-world applications – continue in the sixth edition.

The Dynamics of Persuasion Communication and Attitudes in the 21st Table of contents:

Part 1: Foundations
1. Introduction to Persuasion
2. Attitudes: Definition and Structure
3. Attitudes: Functions and Consequences
4. Attitude Measurement

Part 2: Changing Attitudes and Behavior
5. Processing Persuasive Communications
6. “Who Says It”: Source Factors in Persuasion
7. Message Factors
8. Personality and Persuasion
9. Cognitive Dissonance Theory
10. Interpersonal Persuasion

Part 3: Persuasion in American Society
11. Advertising
12. Communication Campaigns

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