Persuasion: Theory and Research, Third Edition is a comprehensive
overview of social-scientific theory and research on persuasion.
Written in a clear and accessible style that assumes no special
technical background in research methods, the Third Edition has
been thoroughly revised to reflect developments in persuasion
studies. New discussions of subjects such as reactance and the use
of narratives as vehicles for persuasion, revised treatments of the
theories of reasoned action and planned behavior, and two new
chapters on social judgment theory and stage models provide your
students with the most current work on persuasion in a clear,
straightforward manner. In this edition, author Daniel J. O'Keefe
has given special attention to the importance of adapting
(tailoring) messages to audiences to maximize persuasiveness. Each
chapter has a set of review questions to guide students through the
chapter's material and quickly master the concepts being
introduced.
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