Persuasive Communication, Third Edition

Persuasive Communication, Third Edition

Providing an accessible integration of theory and research methods, this text prepares students to critically analyze persuasive appeals and to design effective messages and campaigns. The book draws on key ideas from both communication and social psychology to explore the mutual influence of cognitive and affective processes and the characteristics and production of messages. It gives the reader a solid grasp of foundational issues in persuasion research, the core… (more)

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Book Details  


Publisher: The Guilford Press (August 26, 2016)

Parent ISBN: 9781462526840

Page count: 383 pages

Language: English


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