The dynamics of persuasion 5th edition pdf
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Free Download The Dynamics of Persuasion Communication and Attitudes in the 21st Century Routledge C
Persuasion is an umbrella term of influence created by Matthew Ayaz. Persuasion can attempt to influence a person's beliefs , attitudes , intentions , motivations , or behaviors. Persuasion can also be interpreted as using one's personal or positional resources to change people's behaviors or attitudes. Systematic persuasion is the process through which attitudes or beliefs are leveraged by appeals to logic and reason. Heuristic persuasion on the other hand is the process through which attitudes or beliefs are leveraged by appeals to habit or emotion.
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13 editions of this work
This completely revised second edition of the best-selling text presents an up-to-date, comprehensive introduction to persuasive communication and attitude change. Employing the same organizational strategy he used in the first edition but offering more applications and fresh examples, Richard Perloff systematically explores the impact of persuasive communications on attitudes toward a host of topics spanning health, politics, and racial prejudice. Part I introduces students to the ubiquity of persuasion, how it is defined and differentiated from related terms, and the meaning of core concepts like attitude, belief, and value. Perloff combines a discussion of major concepts, such as balance theory, accessibility, and the theory of reasoned action with application of these concepts to numerous situations in everyday life, including the Clinton-Lewinsky scandal, body art, religion, abortion, and AIDS prevention. Part II of the book explores communication and attitude change. Students and professors will find an up-to-date discussion of research generated by these theories, coupled with criticisms of theoretical perspectives. Part III of the book examines advertising and communication campaigns.