Book Details

Paperback: 400 pages
Publisher: Pearson; 5 edition
Language: English
ISBN-10: 0205912966
ISBN-13: 978-0205912964
Product Dimensions: 0.5 x 7.3 x 9.1 inches

Book Description

A comprehensive overview of persuasion theory

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.

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Learning Goals

Upon completing this book, readers will be able to:

  • Understand how persuasion works
  • Discuss the impact culture has on persuasion
  • Understand and identify key differences among persuasion, propaganda, and manipulation

About the Authors

Robert H. Gass

I received my Ph.D. from the University of Kansas in 1983. I am a professor of Human Communication Studies at California State University, Fullerton. My areas of expertise are argumentation, persuasion, social influence, and compliance gaining. I have published two texts (with co-author John Seiter) and over 70 scholarly articles, book chapters, published conference proceedings, and professional papers. My recent research focuses on credibility in public diplomacy, visual persuasion, and interpersonal influence. My text with John S. Seiter, Persuasion, Social Influence, and Compliance Gaining, is now in its fourth edition. I am currently writing an argumentation text, tentatively titled Arguing,Reasoning, and Thinking Well.

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