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Persuasion THIRD EDITION

Theory and Research


Daniel J. O'Keefe - Northwestern University, USA

2016 | 408 pages | SAGE Publications, Inc

Format

Published Date

ISBN

Price

Paperback

03/05/2015

9781452276670

$107.00

Electronic Version

02/26/2015

9781483315102

$86.00

Persuasion: Theory and Research, Third Edition is a comprehensive overview of social-scientic


theory and research on persuasion. Written in a clear and accessible style that assumes no special
technical background in research methods, the Third Edition has been thoroughly revised to reect
developments in persuasion studies. New discussions of subjects such as reactance and the use of
narratives as vehicles for persuasion, revised treatments of the theories of reasoned action and planned
behavior, and two new chapters on social judgment theory and stage models provide your students with
the most current work on persuasion in a clear, straightforward manner. In this edition, author Daniel J.
O'Keefe has given special attention to the importance of adapting (tailoring) messages to audiences to
maximize persuasiveness. Each chapter has a set of review questions to guide students through the
chapters material and quickly master the concepts being introduced.
NEW TO THIS EDITION:
Integrates cutting-edge research throughout the text to ensure students have the most current
information in the eld
New coverage of narrative persuasion helps students see how storytelling can be a tool to
persuade and motivate
New coverage of reactance discusses negative reactions that persuasive messages can evokeand
how to minimize such resistance
A new chapter on stage models of behavior change explores the idea that inuencing behavior
involves a set of distinct progressive steps
A new chapter on social judgment theory describes how receivers with the same position can
nevertheless react dierently to the same persuasive message
Special attention is given throughout this edition to the importance of adapting (tailoring)
persuasive messaging to enhance eectiveness
New review questions have been added throughout each chapter to help students quickly master the
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concepts being introduced


KEY FEATURES:
A compact summary of key research ndings in persuasion is written in an accessible style that
assumes no special technical background in research methods
A comprehensive overview of dierent theoretical frameworks provides students with a wellrounded understanding and working knowledge and use of a variety of theories
Detailed discussions of important theoretical and methodological questions encourage critical
thinking and promote further research for a deeper understanding of the material
Table Of Contents:

Preface
Chapter 1: Persuasion, Attitudes, and Actions
The Concept of Persuasion

The Concept of Attitude

Attitude Measurement Techniques

Attitudes and Behaviors

Assessing Persuasive Eects

Conclusion

Notes

Chapter 2: Social Judgment Theory


Judgments of Alternative Positions on an Issue

Reactions to Communications

Critical Assessment

Conclusion

Notes

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Chapter 3: Functional Approaches to Attitude


A Classic Functional Analysis

Subsequent Developments

Commentary

Conclusion

Notes

Chapter 4: Belief-Based Models of Attitude


Summative Model of Attitude

Research Evidence and Commentary

Conclusion

Notes

Chapter 5: Cognitive Dissonance Theory


General Theoretical Sketch

Some Research Applications

Revisions of, And Alternatives to, Dissonance Theory

Conclusion

Notes

Chapter 6: Reasoned Action Theory


The Reasoned Action Theory Model

Inuencing Intentions

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Intentions and Behaviors

Adapting Persuasive Messages to Recipients Based on Reasoned Action Theory

Commentary

Conclusion

Notes

Chapter 7: Stage Models


The Transtheoretical Model

The Distinctive Claims of Stage Models

Other Stage Models

Conclusion

Notes

Chapter 8: Elaboration Likelihood Model


Variations in the Degree of Elaboration: Central versus Peripheral Routes to Persuasion

Factors Aecting the Degree of Elaboration

Inuences on Persuasive Eects under Conditions of High Elaboration: Central Routes to Persuasion

Inuences on Persuasive Eects under Conditions of Low Elaboration: Peripheral Routes to Persuasion

Multiple Roles for Persuasion Variables

Adapting Persuasive Messages to Recipients Based on the ELM

Commentary
Conclusion

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Notes

Chapter 9: The Study of Persuasive Eects


Experimental Design and Causal Inference

Two General Challenges in Studying Persuasive Eects

Conclusion

Notes

Chapter 10: Communicator Factors


Communicator Credibility

Liking

Other Communicator Factors

Conclusion

Notes

Chapter 11: Message Factors


Message Structure and Format

Message Content

Sequential Request Strategies

Conclusion

Notes

Chapter 12: Receiver Factors


Individual Dierences

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Transient Receiver States

Inuencing Susceptibility to Persuasion

Conclusion

Notes

References
Author Index
Subject Index
About the Author

Reviews:
Relevant topic. Well-written book.
Mr Peter Karlsson
Psychology , Halmstad University
Friday, October 30, 2015 - 7:24am

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