What is persuasion? How is it maintained? How is it practised and applied? Offering a unique blend of theory, research and application, this volume deftly answers these questions and helps debunk many of the myths surrounding this topic. The constructs, schemata, rules, illusions, attitudes and values of persuasion are explored and various contemporary theories are presented. In addition, the author examines persuasion as it is practised in a number of different settings, including politics, organizations and the mass media.
What Persuasion is, What it is Not, and How it is Maintained
How People Interpret Reality
Attitudes and Values
Theoretical Orientations of Persuasion Research
Contemporary Theories and Models of Persuasion
Persuasion in Organizations
Persuasion and the Mass Media