Providing an accessible integration of theory and research methods, this text prepares students to critically analyze persuasive appeals and to design effective

This accessible introductory textbook in persuasive communication speaks directly to the student by focusing on real-life experiences in personal, social, and p

Persuasion: Theory and Research, Third Edition is a comprehensive overview of social-scientific theory and research on persuasion. Written in a clear and access

Persuasion in Society, Third Edition introduces readers to the rich tapestry of persuasive technique and scholarship, interweaving rhetorical, critical theory,

This classic, cogent analysis of the major theories of persuasive communication includes many examples from advertising, the legal profession and social science