Pub. Date:
Taylor & Francis
The Dynamics of Persuasion: Communication and Attitudes in the Twenty-First Century / Edition 6

The Dynamics of Persuasion: Communication and Attitudes in the Twenty-First Century / Edition 6

by Richard M. Perloff
Current price is , Original price is $110.0. You

Temporarily Out of Stock Online

Please check back later for updated availability.


The Dynamics of Persuasion has been a staple resource for teaching persuasion for nearly two decades. Author Richard M. Perloff speaks to students in a style that is engaging and informational, explaining key theories and research as well as providing timely and relevant examples. The companion website includes materials for both students and instructors and expanding the pedagogical utilities.

The sixth edition includes:

  • updated theoretical and applied research in a variety of areas, including framing, inoculation, and self-affirmation;
  • new studies of health campaigns;
  • expanded coverage of social media marketing;
  • enhanced discussion of the Elaboration Likelihood Model in light of continued research and new applications to everyday persuasion.

The fundamentals of the book – emphasis on theory, clear-cut explanation of findings, in-depth discussion of persuasion processes and effects, and easy-to-follow real-world applications – continue in the sixth edition.

Product Details

ISBN-13: 9781138100336
Publisher: Taylor & Francis
Publication date: 01/06/2017
Series: Routledge Communication Series
Edition description: New Edition
Pages: 648
Sales rank: 661,176
Product dimensions: 7.37(w) x 9.25(h) x (d)

About the Author

Richard M. Perloff, Professor of Communication at Cleveland State University, has been on the faculty at Cleveland State since 1979. He has written scholarly textbooks on persuasion, political communication, and the communication of AIDS prevention. Dr. Perloff is a nationally-known expert on the third-person effect, the divergent perceptions of mass media impact on others and the self. He also published the book The Dynamics of Political Communication.

Table of Contents



Part 1 Foundations

Chapter 1 Introduction to Persuasion

Chapter 2 Historical and Ethical Foundations

Part Two The Nature of Attitudes

Chapter 3 Attitudes: Definition and Structure

Chapter 4 The Power of our Passions: Theory and Research on Strong Attitudes

Chapter 5 Attitudes: Functions and Consequences

Chapter 6 Attitude Measurement

Part Three Changing Attitudes and Behavior

Chapter 7 Processing Persuasive Communications

Chapter 8 "Who Says It": Communicator Factors in Persuasion

Chapter 9 Fundamentals of the Message

Chapter 10 Emotional Message Appeals: Fear and Guilt

Chapter 11 Cognitive Dissonance Theory Part Four Persuasive Communication Contexts

Chapter 12 Interpersonal Persuasion

Chapter 13 Advertising, Marketing, and Persuasion

Chapter 14 Health Communication Campaigns


Subject Index

Author Index

Customer Reviews

Most Helpful Customer Reviews

See All Customer Reviews