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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.
Now in its sixth edition, Persuasion: Social Influence and
Compliance Gaining continues to boast an accessible voice and
vibrant aesthetic that appeals to undergraduate students of
communication, psychology, advertising, and marketing. 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 an expanded treatment of
digital and social media, up-to-date research on theory and
practice, and enhanced discussions of topics such as political
campaigning, emotional marketing, olfactory influence, and ethics.
Forthcoming: Instructors can also use the book's downloadable test
bank, instructor's manual, and PowerPoint slides in preparing
course material.
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.
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