Persuasive Messages : The Process of Influence (Hardcover)

List of Figures.

List of Boxes.

List of Tables.

Preface.

Part I: Attitudes and Persuasion:.

1. The Importance of Persuasion.

2. The Cognitive Approach to Persuasion.

3. The Source of Persuasive Messages: Credibility.

4. Ethical Concerns.

Part II: Preparing Persuasive Communication:.

5. Purpose and Audience.

6. Organization: Structuring the Message.

7. Substance: Support for Your Ideas.

8. Symbols and Style.

9. Hostile, Apathetic, Motivated, and Multiple Audiences.

Part III: Theories of Persuasion:.

10. Consistency Theories of Attitude Change.

11. Social Judgment/Involvement Theory.

12. Theory of Reasoned Action.

Part IV: Critical Consumers of Persuasive Messages:.

13. Persuasion in Advertising.

14. Persuasion in Political Campaigns.

References.

Index