Chapter 1: Why Study Persuasion?
Aims and Goals
Persuasion Is Not a Dirty Word
Persuasion Is Our Friend
The Pervasiveness of Persuasion: You Can Run but You Can’t Hide
Four Benefits of Studying Persuasion
Two Criticisms of Persuasion
Ethical Concerns about the Use of Persuasion
Summary
Chapter 2: What Constitutes Persuasion?
Pure versus Borderline Cases of PersuasionLimiting Criteria for Defining Persuasion
A Model of the Scope of Persuasion
The Context for Persuasion
A Working Definition of Persuasion
So What Isn’t Persuasion?
Dual Processes of Persuasion
Summary
Chapter 3: Attitudes and Consistency
What Is an “Attitude” in 15 Words or Less?
So How Do You Measure the Durn Things?
The Theory of Reasoned Action
The Theory of Planned Behavior
The Persistence of Attitudes
Attitudes as Associative Networks: Your Mind Is a Web
Manufacturing Favorable Associations: Jiggling the Web
Psychological Consistency
Cognitive Dissonance Theory
Forbidden Fruit: Psychological Reactance
Counterattitudinal Advocacy: Playing Devil’s Advocate
I’m All In: Increasing Commitment
Summary
Chapter 4: Credibility
Celebrity Selling Power: The Answer Is in the StarsWhat Is Credibility?
The Factor Analytic Approach to Credibility
The Factor Analytic Approach and the Real World
Credibility as a Peripheral Cue
It’s What’s Up Front That Counts
The Sleeper Effect
Credibility and Image Management
Interpersonal Credibility, Impression Management, Facework, and Accounts
Strategies for Enhancing One’s Credibility
Summary
Chapter 5: Communicator Characteristics and Persuadability
Demographic Variables and PersuasionPsychological and Communication States and Traits
Analyzing and Adapting to Audiences
Summary
Chapter 6: Conformity and Influence in Groups
Conformity as Persuasion: In with the Crowd
Ostracism: Shuns and Guns
Deindividuation, Social Loafing, and Social Facilitation: Getting Lost in the Crowd
Social Facilitation: Would You Rather Be Alone?
How Groups Affect Decision Making: To Risk or Not to Risk
Summary
Chapter 7: Language and Persuasion
Symbols, Meaning, and Persuasion: The Power of BabbleLanguage Intensity, Vividness, and Offensiveness
Powerless Language and Persuasion: “UMS” the Word
Summary
Chapter 8: Nonverbal Influence
The Direct Effects Model of ImmediacyTypes of Nonverbal Communication
Summary
Chapter 9: Structuring and Ordering Persuasive Messages
Implicit and Explicit Conclusions: Let Me Spell it Out For YouGain-Framed versus Loss-Framed Messages: Keep on the Sunny Side? Quantity versus Quality of Arguments: The More the Merrier?
The Use of Evidence: The Proof’s Not in the Pudding
Repetition and Mere Exposure: You Can Say That Again
Order Effects and Persuasion: First Things First
Primacy and Recency Effects: The First Shall Be Last, and the Last Shall Be First
An Ounce of Prevention: Inoculation, Message-Sidedness, and Forewarning Summary
Chapter 10: Sequential Persuasion
Pregiving: The Old “I’ll-Scratch-Your-Back-if-You’ll-Scratch-Mine” Approach
Foot in the Door: The “Give-Me-an-Inch,-and-I’ll-Take-a-Mile” Tactic
The-Foot-in-the-Mouth Effect: “How Are You Today?”
The Door-in-the-Face Tactic: “Ask for the Stars”
The That’s-Not-All Tactic: Seeking Compliance by Sweetening the Deal
The Lowball Tactic: Changing the Deal
“Sorry, We Don’t Have Any More of Those in Your Size, But . . .”: The Bait-and-Switch Tactic
The Disrupt-Then-Reframe Technique: I’m So Confused
Legitimizing Paltry Contributions: Even a Penny Will Help
Fear-Then-Relief and Happiness-Then-Disappointment Procedures: The Emotional Roller Coasters of Social Influence
The Dump-and-Chase: I Get Knocked Down, But I Get Up Again
Summary
Chapter 11: Compliance Gaining
Actions Speak the Loudest: A Definition of Compliance Gaining
In the Beginning: The Roots of Compliance-Gaining Research
Situation: The “It Depends” of Compliance-Gaining Behavior
Who Are You? Individual Characteristics and Compliance-Gaining Behavior
Problems Facing Compliance Research: Trouble in Paradise
The Study of Compliance-Gaining Goals: Eyes on the Prize
Summary
Chapter 12: Deception
What Is Deception? Lies and Damn LiesTelling Lies: The Enactment of Deception
Detecting Deception: I Can See Right through You
Summary
Chapter 13: Motivational Appeals
Intrinsic versus Extrinsic Motivation
Emotional Marketing
Logical and Emotional Appeals: A Fuzzy Distinction
Fear Appeals: If You Don’t Stop Doing That, You’ll Go Blind
Appeals to Pity and Guilt: Woe Is Me, Shame on You
Humorous Appeals: Stop Me If You’ve Heard This One
Pride and Patriotism: Turning Red, White, and Blue into Green
For Mature Audiences: Sex Appeals
Warmth Appeals: Straight from the Heart
Ingratiation: Polishing the Apple
Mixed Emotions: Other Appeals and Combinations of Appeals
Summary
Chapter 14: Visual Persuasion
Image is EverythingOverlooked and Under-Appreciated
The Power of Images
How Images Persuade
Art as Persuasion: Mona Lisa Made Me Do It
Cinematic Persuasion: Sex, Drugs, and Popcorn
Images in Advertising: And Now a Word from Our Sponsors
Photojournalism as Persuasion: The Camera Does Lie
Summary
Chapter 15: Esoteric Forms of Persuasion
Color as Persuasion: The Grass Is Always GreenerSubliminal Influence: Hidden Messages or Hokum?
Subaudible Messages: The Power of Suggestion
Backward Masking and Reverse Speech: The Devil Made Me Do It
What Advertisers Really Do
Neurolinguistic Programming: The Emperor’s New Clothes
Music as Persuasion
Aroma and Persuasion
Summary
Chapter 16: The Ethics of Persuasion
Is Persuasion in General Unethical?
The Motives Color the Means
Ethics, Culture, and the Issue of Central versus Peripheral Processing
Ethical Questions That Can’t Be Answered through the Study of Persuasion
Our Approach: Characteristics of Ethical Influence
Ethical Issues Arising from Previous Chapters
Summary
Robert H. Gass, California State University, Fullerton
John S. Seiter, Utah State University
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