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.



1 Why Study Persuasion?

2 What Constitutes Persuasion?

3 Attitudes and Consistency

4 Credibility

5 Communicator Characteristics and Persuasion

6 Conformity and Influence in Groups

7 Language and Persuasion 

8 Nonverbal Influence 

9 Structuring and Ordering Persuasive Messages 

10 Compliance Gaining

11 Sequential Persuasion 

12 Deception

13 Motivational Appeals

14 Visual Persuasion 

15 Esoteric Forms of Persuasion

16 The Ethics of Persuasion

Author Index

Subject Index