Providing an accessible integration of theory and research methods, this text prepares students to critically analyze persuasive appeals and to design effective messages and campaigns. The book draws on key ideas from both communication and social psychology to explore the mutual influence of cognitive and affective processes and the characteristics and production of messages. It gives the reader a solid grasp of foundational issues in persuasion research, the core components of persuasive transactions, and major theoretical models. Instructive concrete examples illustrate applications of the concepts in such settings as health promotion, political campaigns, the courtroom, and advertising.
 
New to This Edition
*Engaging topic boxes on college drinking, attitudes about same-sex marriage, the "birther" movement, and other timely issues.
*New or expanded discussions of the integrative model of behavioral prediction, the use of guilt appeals, social media, individualized tailoring of political messages, and numerous other topics.
*The latest data and theoretical perspectives.
*Epilogue on current and future trends in the field.

James B. Stiff, PhD, is Senior Director of Jury Consulting at The Focal Point, a national trial consulting firm. He routinely conducts persuasion research for a variety of civil and criminal matters. Dr. Stiff formerly served on the faculties of Michigan State University, Arizona State University, and the University of Kansas. His scholarly interests include persuasive communication, credibility assessment, and human information processing, and he has authored numerous book chapters and articles in academic journals.

Paul A. Mongeau, PhD, is Associate Director and Professor at the Hugh Downs School of Human Communication at Arizona State University. His research focuses on interpersonal communication and social influence; particular areas of interest include cognitive processing of persuasive messages in group and public settings. Dr. Mongeau has served as editor of Communication Studies and the Journal of Social and Personal Relationships and is past president of the Western States Communication Association.

I. Fundamental Issues in Persuasion Research
1. Concepts, Definitions, and Basic Distinctions
2. Methods of Investigating Persuasive Communication
3. Examining the Attitude–Behavior Relationship
4. The Effects of Behavior on Attitudes
5. Cognitive Response Models of Persuasion
II. Components of Persuasive Transactions
6. Source Characteristics in Persuasive Communication
7. Persuasive Message Characteristics: Rational Appeals
8. Persuasive Message Characteristics: Emotional Appeals
9. Receiver Characteristics
10. Characteristics of Persuasive Settings
III. Persuasion Models
11. Models of Interpersonal Compliance
12. Producing and Resisting Influence Messages
13. Persuasive Communication Campaigns
Epilogue
References