The seventh edition of this field-leading textbook provides an accessible and rigorous presentation of major theories of persuasion and their applications to a variety of real-world contexts.
In addition to presenting established theories and models, this text encourages students to develop and apply general conclusions about persuasion in real-world settings. Along the way, students are introduced to the practice of social influence in an array of contexts (e.g., advertising, marketing, politics, interpersonal relationships, social media, groups) and across a variety of topics (e.g., credibility, personality, deception, motivational appeals, visual persuasion). The new edition features expanded treatment of digital and social media; up-to-date research on theory and practice; an increased number of international cases; and new and expanded discussions of topics such as online influencers, disinformation and 'fake news,' deepfakes, message framing, normative influence, stigmatized language, and inoculation theory.
This is the ideal textbook for courses on persuasion in communication, psychology, advertising, and marketing programs. Instructors can also use the book's downloadable test bank, instructor's manual, and PowerPoint slides in preparing course material.
Autorentext
Robert H. Gass (Ph.D. University of Kansas) is Professor Emeritus of Communication Studies at California State University, Fullerton. His areas of expertise include argumentation, persuasion, social influence, and compliance gaining. Dr. Gass has published two texts and one edited text (with co-author John S. Seiter) and over 70 scholarly articles, book chapters, published conference proceedings, and professional papers. His text with John S. Seiter, Persuasion: Social Influence and Compliance Gaining, is the best-selling persuasion text in the field of communication studies. Among the awards he has received are Distinguished Faculty Member, Faculty Recognition Award for Scholarly and Creative Activity, multiple Annual Author awards, and Outstanding Scholarship and Creativity Award. He has also done consulting work for the California Dairy Council, the California Dietetic Association, and Caltrans.
John S. Seiter (Ph.D. University of Southern California) is Distinguished Professor of Communication Studies in the Department of Communication Studies and Philosophy at Utah State University. His research focuses broadly on persuasion and specifically on topics such as political aggression, effective approaches to compliance gaining, deception, nonverbal influence, and persuasion in hospitality contexts. His work has been recognized by over ten Top Paper awards at both regional and national conferences. He has coauthored and coedited several books, including Persuasion: Social Influence and Compliance Gaining (now in its seventh edition) and Nonverbal Communication in Political Debates. Previously, Dr. Seiter was recipient of his university's Lifetime Achievement and Professor of the Year awards.
Inhalt
Preface
Acknowledgements
Chapter 1: Why Study Persuasion?
Aims and Goals
Persuasion is not a Dirty Word
Persuasion is Our Friend
The Pervasiveness of Persuasion: You Can Run but You Can't Hide
Online Persuasion: Please Like, Follow, or Share Me
Influencers
Keeping it Real: Authenticity is Key
Mega and Micro Influencers
The Digital Downside: Ignominies of Influencers
Tipping Points, Viral Marketing, and Word of Mouth
Über Influencers
Orchestrating the Next Big Thing
Infectious or Inexplicable?
Nudges: Sometimes Less Is More
eWOM: Digital Buzz
Sponsored Content and Advertorials: The Native Advertisers Are Getting Restless
Opinion Mining and Sentiment Tracking: I Feel You
Gamification: You've Got Game
Crowdsourcing and Crowdfunding: Hive Mind and Hive Money
Persuasive Technology: My Heart Says Yes, but My Watch Says No
Persuasion in the Sciences
Persuasion in the Arts
Other Not-So-Obvious Contexts for Persuasion
Weird Persuasion
Persuasion in Interpersonal Settings
Five Benefits of Studying Persuasion
The Instrumental Function: Be All That You Can Be
The Knowledge and Awareness Function: Inquiring Minds Want to Know
The Defensive Function: Duck and Cover
The Debunking Function: Puh-Shaw
Well-Being and Self-Worth: I Feel Good
Two Criticisms of Persuasion
Does Learning About Persuasion Foster Manipulation?
Are Persuasion Findings Too Inconsistent or Confusing?
Ethical Concerns about the Use of Persuasion
Summary
References
Chapter 2: What Constitutes Persuasion?
Pure Versus Borderline Cases of Persuasion
Limiting Criteria for Defining Persuasion
Intentionality
Effects
Free Will and Conscious Awareness
Symbolic Action
Interpersonal Versus Intrapersonal
A Model of the Scope of Persuasion
The Context for Persuasion
A Working Definition of Persuasion
So what isn't Persuasion?
Dual Processes of Persuasion
The Elaboration Likelihood Model of Persuasion
The Heuristic Systematic Model of Persuasion
The Unimodel of Persuasion
Summary
References
Chapter 3: Attitudes and Consistency
What is an "Attitude" in 20 Words or Less?
So how Do You Measure the Durn Things?
Explicit Measures: Self-Report Scales
Likert Scales
Semantic Differential Scales
Visually Oriented Scales Pitfalls in Measuring Attitudes
Implicit Measures: What's Rattling Around Inside Your Brain?
Implicit Association Test (IAT)
Other Implicit Measures
More Roundabout Ways of Measuring Attitudes
Judging a Book by Its Cover-Appearances
Birds of a Feather-Associations
You Are What You Do-Behavior
Physiological Measures of Attitude
The Reasoned Action Approach (RAA)
Behavioral Beliefs and Attitudes: Believe It or Not
Normative Beliefs: It's What the Cool Kids Are Doing
Perceived Behavioral Control: I Got This
The Persistence of Attitudes
Attitudes as Associate Networks: Your Mind is a Web
Manufacturing Favorable Associations: Jiggling the Web
Brands and Branding: That's the Life
Who Are You Wearing? Brand Personality
Authenticity: Keeping It Real
Cause-Related Marketing: The Feel-Good Factor
Sloganeering
Sponsorship
Psychological Consistency
The Inner Peace of Consistency
Methods of Maintaining Consistency
Marketing Strategies: How to Have Your Cake and Eat It Too
Brand Loyalty: Accept No Substitute
Write and Tell Us Why You Love This Book in 24 Words or Less
Marketing Inconsistency
Capitalizing on Inconsistency
Cognitive Dissonance Theory (CDT)
Cognitive Dissonance and Buyer's Remorse
Polarization of Alternatives
Cognitive Dissonance, Self-Image, and Culture
Factors That Affect the Magnitude of Dissonance
Dissonance and Persuasion: Putting It All Together
Forbidden Fruit: Psychological Reactance
Counterattitudinal Advocacy: Playing Devil's Advocate
I'm All in: Increasing Commitment
Commitments Can "Grow Legs"
Throwing Good Money After Bad
Summary
References
Chapter 4: Credibility
Celebrity Selling Power: The Answer is in the Stars
Sell-ebrities: How Do They Do It?
Catch a Falling Star
What is Credibility?
Credibility Is a Receiver-Based Const…