The Dynamics of Persuasion

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This completely revised second edition presents a comprehensive introduction to persuasive communication and attitude change. Richard Perloff systematically explores the impact of persuasive communications on attitudes across various topics, including health, politics, and racial prejudice. The text enhances understanding of persuasion theories and research, introduces a social science perspective, exposes students to major issues in persuasion research, and raises awareness about the ethics involved. Part I discusses the ubiquity of persuasion, defining it and differentiating it from related terms while explaining core concepts like attitude, belief, and value. Perloff integrates major concepts such as balance theory, accessibility, and the theory of reasoned action with real-life applications, including the Clinton-Lewinsky scandal, body art, religion, abortion, and AIDS prevention. Part II delves into communication and attitude change, detailing contemporary theories like the Elaboration Likelihood Model, the Extended Parallel Process Model, and Cognitive Dissonance Theory, alongside critiques of these perspectives. Part III focuses on advertising and communication campaigns, introducing students to advertising through well-known slogans, debunking subliminal advertising, and discussing major theories of advertising effects. Written for upper-undergraduate students, this text is suitable for courses in communication, spe