Table of Contents

Chapter 1: Why Study Persuasion?
Chapter 2: What Constitutes Persuasion?
Chapter 3: Attitudes and Consistency
Chapter 4: Credibility
Chapter 5: Communicator Characteristics and Persuadability
Chapter 6: Conformity and Influence in Groups
Chapter 7: Language and Persuasion
Chapter 8: Nonverbal Influence
Chapter 9: Structuring and Ordering Persuasive Messages
Chapter 10: Sequential Persuasion
Chapter 11: Compliance Gaining
Chapter 12: Deception
Chapter 13: Motivational Appeals
Chapter 14: Visual Persuasion
Chapter 15: Esoteric Forms of Persuasion
Chapter 16: The Ethics of Persuasion

About the Author

Robert H. Gass, California State University, Fullerton John S. Seiter, Utah State University