Overview

This up-to-date, cogent analysis of the major theories of persuasion includes many examples from advertising, the legal profession and social sciences research. The fifth edition emphasises the receiver orientation to persuasion and applies the theories to real-world problems and experience. Features: * Provides a thorough introduction to speaker credibility and nonverbal communication, including cues to deception, style of delivery, and adapting to face-to-face sales encounters. * Offers outstanding treatment of organizational patterns, emotional appeals, and using photos and illustrations to evoke response. * Covers compliance principles, emphasizing effective compliance tactics. * Discusses power strategies, including bargaining and negotiating. New to this edition: * Expands coverage of ethics by discussing ethical principles as they relate to various receivers, including children, journalists and political consultants. * Adds two chapters on planned social change, providing extensive coverage of making informational campaigns effective, and presenting insights on using popular entertainment to alter the receiver beliefs. * Devotes two chapters to receiver variables, including discussions of self-monitoring, Hispanic consumers and aging Americans. * Incorporates new research on children and persuasion, closely examining children's responses to commercials and their ability to counter-argue. * Offers detailed outlines of new research on the personality market segments. * Includes new research on gender issues related to the field of persuasive communication.

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9780030553523

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