A comprehensive overview of persuasion theory Persuasion: Social Influence and Compliance Gaining first helps students understand established theories and models of persuasion. It then encourages them to develop and apply general conclusions about persuasion in real-world settings. The 5th edition explores how social media continues to be a form of influence, but it also looks at grassroots movements, such as the Tea Party and Occupy Wall Street, and traditional forms of persuasion, such as advertising, marketing, and political campaigning. This text is available in a variety of formats - print and digital. Check your favorite digital provider for your eText, including CourseSmart, Kindle, Nook, and more. To learn more about our programs, pricing options and customization, click the Choices tab. Learning Goals Upon completing this book, readers will be able to: * Understand how persuasion works * Discuss the impact culture has on persuasion * Understand and identify key differences among persuasion, propaganda, and manipulation
Chapter 1: Why Study Persuasion? Aims and Goals Persuasion Is Not a Dirty Word Persuasion Is Our Friend The Pervasiveness of Persuasion: You Can Run but You Cant Hide Four Benefits of Studying Persuasion Two Criticisms of Persuasion Ethical Concerns about the Use of Persuasion Summary Chapter 2: What Constitutes Persuasion? Pure versus Borderline Cases of Persuasion Limiting Criteria for Defining Persuasion A Model of the Scope of Persuasion The Context for Persuasion A Working Definition of Persuasion So What Isnt Persuasion? Dual Processes of Persuasion Summary Chapter 3: Attitudes and Consistency What Is an "Attitude" in 15 Words or Less? So How Do You Measure the Durn Things? The Theory of Reasoned Action The Theory of Planned Behavior The Persistence of Attitudes Attitudes as Associative Networks: Your Mind Is a Web Manufacturing Favorable Associations: Jiggling the Web Psychological Consistency Cognitive Dissonance Theory Forbidden Fruit: Psychological Reactance Counterattitudinal Advocacy: Playing Devils Advocate Im All In: Increasing Commitment Summary Chapter 4: Credibility Celebrity Selling Power: The Answer Is in the Stars What Is Credibility? The Factor Analytic Approach to Credibility The Factor Analytic Approach and the Real World Credibility as a Peripheral Cue Its Whats Up Front That Counts The Sleeper Effect Credibility and Image Management Interpersonal Credibility, Impression Management, Facework, and Accounts Strategies for Enhancing Ones Credibility Summary Chapter 5: Communicator Characteristics and Persuadability Demographic Variables and Persuasion Psychological and Communication States and Traits Analyzing and Adapting to Audiences Summary Chapter 6: Conformity and Influence in Groups Conformity as Persuasion: In with the Crowd Ostracism: Shuns and Guns Deindividuation, Social Loafing, and Social Facilitation: Getting Lost in the Crowd Social Facilitation: Would You Rather Be Alone? How Groups Affect Decision Making: To Risk or Not to Risk Summary Chapter 7: Language and Persuasion Symbols, Meaning, and Persuasion: The Power of Babble Language Intensity, Vividness, and Offensiveness Powerless Language and Persuasion: "UMS" the Word Summary Chapter 8: Nonverbal Influence The Direct Effects Model of Immediacy Types of Nonverbal Communication Summary Chapter 9: Structuring and Ordering Persuasive Messages Implicit and Explicit Conclusions: Let Me Spell it Out For You Gain-Framed versus Loss-Framed Messages: Keep on the Sunny Side? Quantity versus Quality of Arguments: The More the Merrier? The Use of Evidence: The Proofs Not in the Pudding Repetition and Mere Exposure: You Can Say That Again Order Effects and Persuasion: First Things First Primacy and Recency Effects: The First Shall Be Last, and the Last Shall Be First An Ounce of Prevention: Inoculation, Message-Sidedness, and Forewarning Summary Chapter 10: Sequential Persuasion Pregiving: The Old "Ill-Scratch-Your-Back-if-Youll-Scratch-Mine" Approach Foot in the Door: The "Give-Me-an-Inch,-and-Ill-Take-a-Mile" Tactic The-Foot-in-the-Mouth Effect: "How Are You Today?" The Door-in-the-Face Tactic: "Ask for the Stars" The Thats-Not-All Tactic: Seeking Compliance by Sweetening the Deal The Lowball Tactic: Changing the Deal "Sorry, We Dont Have Any More of Those in Your Size, But ...": The Bait-and-Switch Tactic The Disrupt-Then-Reframe Technique: Im So Confused Legitimizing Paltry Contributions: Even a Penny Will Help Fear-Then-Relief and Happiness-Then-Disappointment Procedures: The Emotional Roller Coasters of Social Influence The Dump-and-Chase: I Get Knocked Down, But I Get Up Again Summary Chapter 11: Compliance Gaining Actions Speak the Loudest: A Definition of Compliance Gaining In the Beginning: The Roots of Compliance-Gaining Research Situation: The "It Depends" of Compliance-Gaining Behavior Who Are You? Individual Characteristics and Compliance-Gaining Behavior Problems Facing Compliance Research: Trouble in Paradise The Study of Compliance-Gaining Goals: Eyes on the Prize Summary Chapter 12: Deception What Is Deception? Lies and Damn Lies Telling Lies: The Enactment of Deception Detecting Deception: I Can See Right through You Summary Chapter 13: Motivational Appeals Intrinsic versus Extrinsic Motivation Emotional Marketing Logical and Emotional Appeals: A Fuzzy Distinction Fear Appeals: If You Dont Stop Doing That, Youll Go Blind Appeals to Pity and Guilt: Woe Is Me, Shame on You Humorous Appeals: Stop Me If Youve Heard This One Pride and Patriotism: Turning Red, White, and Blue into Green For Mature Audiences: Sex Appeals Warmth Appeals: Straight from the Heart Ingratiation: Polishing the Apple Mixed Emotions: Other Appeals and Combinations of Appeals Summary Chapter 14: Visual Persuasion Image is Everything Overlooked and Under-Appreciated The Power of Images How Images Persuade Art as Persuasion: Mona Lisa Made Me Do It Cinematic Persuasion: Sex, Drugs, and Popcorn Images in Advertising: And Now a Word from Our Sponsors Photojournalism as Persuasion: The Camera Does Lie Summary Chapter 15: The Ethics of Persuasion Is Persuasion in General Unethical? The Motives Color the Means Ethics, Culture, and the Issue of Central versus Peripheral Processing Ethical Questions That Cant Be Answered through the Study of Persuasion Our Approach: Characteristics of Ethical Influence Ethical Issues Arising from Previous Chapters Summary