The importance of persuasion
The cognitive approach to persuasion
The source of persuasive messages : credibility
Ethical concerns
Purpose and audience
Organization : structuring the message
Substance : support for your ideas
Symbols and style
Hostile, apathetic, motivated, and multiple audiences
Consistency theories of attitude change
Social judgment/involvement theory
Theory of reasoned action
Critical consumers of persuasive messages
Persuasion in advertising
Persuasion in political campaigns.
OBNB doesn't sell books, but you may be able to find a copy at one of these websites:
Persuasive messages : The Process of Influence by William L. Benoit. ISBN 9781405158213. Published by Blackwell in 2008. Publication and catalogue information, links to buy online and reader comments.
