Persuasion is a powerful force - it can be used to reconfigure millions of minds and hearts. The key targets of persuasion are our attitudes and opinions. Whether it is an attitude toward a political candidate, a social policy, an organization, a person, or a consumer product, the power of persuasion can remake us into persons who are irrevocably changed. Sometimes imperceptibly, oftentimes dramatically.
This Second Edition has been revised and updated to reflect new research from the past decade. It includes entirely new chapters on prejudice, persuasiveness of narratives, mass media and political persuasion, small groups and advertising.
Key Features include:
- Up-to-date coverage of key topics that are authored by leading psychology-of-persuasion researchers, making this the most comprehensive and authoritative textbook on persuasion
- Uses an engaging writing style that avoids highly technical language, along with syndicated cartoons, photos, and advertisements to enhance student comprehension
- Includes a comprehensive glossary at the end of the book for the necessary technical terms
- Provides end-of-chapter summaries and a full set of references to guide students to more in-depth resources on each topic.