The Dynamics of Persuasion: Communication and Attitudes in the 21st Century (Routledge Communication Series)

The Dynamics of Persuasion: Communication and Attitudes in the 21st Century (Routledge Communication Series)
Richard M. Perloff | 2002-12-01 00:00:00 | Routledge | 424 | Mental Health
This completely revised second edition of the best-selling text presents an up-to-date, comprehensive introduction to persuasive communication and attitude change. Employing the same organizational strategy he used in the first edition but offering more applications and fresh examples, Richard Perloff systematically explores the impact of persuasive communications on attitudes toward a host of topics spanning health, politics, and racial prejudice.

This text will:
*enhance students' understanding of persuasion theories and research;
*introduce readers to the social science perspective on persuasion;
*expose students to major issues discussed in the field of persuasion research;
*help students appreciate complexities and subtleties in the dynamics of everyday persuasion; and
*raise consciousness about the ethics of contemporary persuasion.

Part I introduces students to the ubiquity of persuasion, how it is defined and differentiated from related terms, and the meaning of core concepts like attitude, belief, and value. Perloff combines a discussion of major concepts, such as balance theory, accessibility, and the theory of reasoned action with application of these concepts to numerous situations in everyday life, including the Clinton-Lewinsky scandal, body art, religion, abortion, and AIDS prevention.

Part II of the book explores communication and attitude change. Contemporary theories, such as the Elaboration Likelihood Model, the Extended Parallel Process Model, and Cognitive Dissonance Theory are discussed in detail. Students and professors will find an up-to-date discussion of research generated by these theories, coupled with criticisms of theoretical perspectives.

Part III of the book examines advertising and communication campaigns. After introducing students to advertising--using well-known advertising slogans and motifs--Perloff debunks subliminal advertising and describes major theories of advertising effects.

Written for the upper-undergraduate level, The Dynamics of Persuasion is appropriate for courses in the social sciences, notably communication, speech, journalism, psychology, marketing, and sociology.

Reviews
I have used this book and its previous edition in a graduate-level course in strategic communications. It has been a perennial favorite with my students and I have heard from several who I advise for their theses projects that they refer back to it to refresh their memories on relevant theories of persuasion. I have yet to see a text that covers such a range of theories and that presents them (and their critiques) in such a comprehensive way. An appropriate text for upper-level undergrad or grad courses.
Reviews
This book is easy to read and understand. The concepts are backed up with studies and real-world examples, not too much speculation and theorizing. There is so much thought-provoking material, it really stands out for a textbook. In fact, this is one of the best textbooks I have ever seen.

Want to persuade people in everyday life? This isn't a bad place to start learning about it. You'll get an overview of dozens and dozens of ways to become more persuasive, why they work, and examples of how to use them.
Reviews
I teach a course in social influence at a local university, and this is the textbook that I like to use. Some of my students think it is overly dense, but a textbook isn't supposed to read like a novel. It has a great range of information, and is written from a communications, rather than a psychological, perspective. I find it highly readable and accurate, and love the section on propaganda. I hope a second edition will be available soon.
Reviews
I have read this book several times each time found it interesting and challenging. Written in an extravagant manner the book touches upon the main techniques of Persuasion. The book helped me a lot while writing me thesis on Persuasion in Advertising. Hope you'll like it too. It a visa for new territories, vague and yet real. Lilly George Bulgaria

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