The dynamics of persuasion
By: Richard M. Perloff.
Series: Communication textbook series.
Publisher: L. Erlbaum
Published: 1993
Place of publication: Hillsdale, N.J
Language: eng
Number of pages: 411
Subjects: Persuasion (Psychology); Mass media -- Psychological aspects; Attitude change
Description: Persuasion is one of the oldest fields of academic study -- it dates back thousands of years. In our own era, persuasion has been studied primarily by means of the theories and methods of social science research. Numerous scholars have made contributions to our knowledge of persuasion, and the field has generated a wealth of intriguing concepts and an impressive body of knowledge on persuasion processes and effects. Persuasion is not simply a science, however -- it is also an art. Today there is a burgeoning persuasion industry that includes advertising, sales, public relations, political consulting firms, and a host of private and public companies that seek to change attitudes and influence social behaviors.
Notes: Includes bibliographical references (p. 355-394) and indexes.