The Art and Science of Persuasion

The Art and Science of Persuasion

by Deirdre D. Johnston



Product Details

ISBN-13: 9780697128904
Publisher: Brown & Benchmark
Publication date: 04/01/1993
Pages: 432
Product dimensions: 7.20(w) x 9.10(h) x 0.92(d)

Table of Contents

PART I The Nature of the Beast: Definitions, Myths & Issues
1 Defining Persuasion: Mutual Influence, Manipulation or Coercion?
2 Six Approaches to the Study of Persuasion
3 The Ethics of Persuasion
PART II Components of Persuasion
4 The Magic of Symbols
5 The Mind of the Source--Communication Goals and Strategies
6 The Content of the Message
7 Presentation of Self and Impression Formation of Others
8 The Receiver and The Message
PART III The Process of Persuasion
9 Constructing a Receiver Profile
10 Understanding and Measuring Cognition
11 Changing Beliefs, Attitudes and Behavior
12 Interpreting Persuasive Messages
13 Analyzing Symbolic Meaning
PART IV The Impact of Persuasion on Society
14 Political and Sociological Propaganda
15 Social Movements and Public Information Campaign

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