Robert H. Gass

John S. Seiter

Now in its Sixth Edition, Persuasion: Social Influence and Compliance Gaining�continues to boast an accessible voice and vibrant aesthetic that appeal to undergraduate students of communication, psychology, advertising, and marketing. 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 an expanded treatment of digital and social media, up-to-date research on theory and practice, and enhanced discussions of topics such as political campaigning, emotional marketing, olfactory influence, and ethics. Instructors can also use the book�s downloadable test bank, instructor�s manual, and PowerPoint slides in preparing course material.

Social Influence and Compliance Gaining

Persuasion

This collection of chapters written by some of the most important persuasion scholars of our time represents the scope, depth, and richness of the field of persuasion. With contributions from authors in a wide variety of disciplines, "Perspectives On Persuasion, Social Influence, and Compliance Gaining" provides students with a panoramic view of the field, broadening their perspective and understanding of the influence and impact of persuasion in our lives. Contributing authors include: Richard Petty, John Cacioppo, James Dillard, Daniel O'Keefe, Michael Cody, Robert Cialdini, Michael Burgoon, Linda Carli, David Buller, Judee Burgoon, and others. Features: Students gain insights directly from those who produced the theories and research, as these top-notch scholars reflect on the development of the theory or research, where it is going, and where it has been. The contributors come from multiple disciplines, including communication, psychology, and business, offering students multiple perspectives on the content. Introductions to each section provide students with the rationale for student, an appreciation of ethics, an orientation to each chapter, and an understanding of each chapter's contribution to the field. Early chapters on conceptualizations of persuasion, the history of the field, and theoretical developments give students the background necessary for understanding what persuasion is and how it functions Chapters on both theories of persuasion and the practice of persuasion in multiple contexts help students see the connection between theory and practice. Concrete examples of theories and concepts bring the text to life and help students more easily understand the material. Chapter on deception enables students to see how one of the most recently researched areas fits into the field of persuasion. "

Perspectives on Persuasion, Social Influence, and Compliance Gaining

Persuasion, Social Influence, and Compliance Gaining looks at persuasion from a broad-based perspective, encompassing the full scope of persuasion found in everyday life. Linked to empirical research, this text takes students from persuasion theory to qualified conclusions about the operation of persuasion in real-world settings and examines persuasion from a social science perspective. Written in a highly accessible style, this text involves students by providing information and real-life examples with which they can easily identify.

Persuasion, Social Influence, and Compliance Gaining

"Persuasion, Social Influence, and Compliance Gaining, " Third Edition, looks at persuasion from a broad-based perspective, encompassing the full scope of persuasion found in everyday life. Linked to empirical research, this text takes students from persuasion theory to qualified conclusions about the operation of persuasion in real-world settings and examines persuasion from a social science perspective. Written in a highly accessible style, this text involves students by providing information and real-life examples with which they can easily identify. New to This Edition New discussion of computer-mediated persuasion, including Internet deception and "phishing" scams Current research on subliminal influence and how it can alter attitudes, moods, and even behavior Updated discussion of nonverbal cues as they apply to deception detection, including the results of the latest meta-analysis Expanded treatment of the ethics of using fear appeals to engage in fear mongering or promoting a "culture of fear" New section on the importance of visual literacy as a means of evaluating visual persuasion Praise for "Persuasion" This text is very comprehensive when it comes to the social scientific perspective. The humor adds to the book without being distracting. The meta-analyses are thoughtful and aid in reconciling the seemingly contradictory research findings. And I find the box features to be interesting and frequently offer useful practical advice. -Andrew T. Jacobs, "SUNY Rockland Community College"

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.

Emphasizes the divergence between the traditional and non-traditional spheres of the study of persuasion. The authors argue that both approaches are part of the same whole, and that whether one uses the term persuasion, social influence, or compliance gaining, all involve essentially the same human

Persuasion: Social Influence and Compliance Gaining first helps students understand established theories and models of persuasion. It then encourages them to develop and apply general conclusions about persuasion in real-world settings. The 5th edition explores how social media continues to be a form of influence, but it also looks at grassroots movements, such as the Tea Party and Occupy Wall Street, and traditional forms of persuasion, such as advertising, marketing, and political campaigning.

Robert H. Gass

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