The Persuasion Handbook

Michael Pfau, Professor of Journalism and Mass Communication at the University of Wisconsin-Madison, specializes in persuasion and the mass media. Pfau has published more than 50 monographs and book chapters. He is the past recipient of the Golden Anniversary Monograph Award in recognition of "monographs that have made a significant contribution to the discipline." He has also co-authored four books. James Price Dillard is Liberal Arts Research Professor in Communication Arts & Sciences at The Pennsylvania State University. His research emphasizes theory and empirical analysis of the role of emotion in persuasion. He has received the John E. Hunter Award for Meta-Analysis and is a Fellow in the International Communication Association. His previous books include Seeking Compliance: The Production of Interpersonal Influence Messages and (with Michael Pfau) The Persuasion Handbook: Developments in Theory and Practice, 1st edition.

PART ONE:BASIC ISSUES 1. On Being Persauded: Some Basic Distinctions - Gerald R. Miller 2. Oscillation in Beliefs and Decisions - E. L. Fink, S. A. Kaplowitz and S. M. Hubbard 3. Attitude Accessibility and Persuasion - D. R. Roskos-Ewoldsen, L. Ralston and J. St. Pierre 4. The Media Priming Effect: News Media and Considerations Affecting Political Judgements - Gerald M. Kosicki 5. The Negativity Effect in Political Advertising: A Meta-analysis - Mike Allen & Nancy Burrell PART TWO: THEORIES OF PERSUASION 6. A Cognitive Dissonance Theory Perspective on Persuasion - E. Harmon-Jones 7. Language Expectancy Theory - M. Burgoon, V. Pauls Denning and L. Roberts 8. The Role of Attitude Functions in Persuasion and Social Judgement - S. Shavitt and M. R. Nelson 9. The Elaboration Likelihood Model: Its Impact on Persuasion Theory adn Research - S. Booth-Butterfield and J. Welbourne 10. Involvement as Goal-Directed Strategic Processing: Extending the Elaboration Likelihood Model - M. Slater 11. The Heuristic-Systematic Model of Social Information Processing - A. Todorov, S. Chaiken and M. D. Henderson 12. Revisiting the Theory of Psychological Reactance: Communicating Threats to Attitudinal Freedom - M. Burgoon et al 13. Nuances in Inoculation: Theory adn Applications - E. Szabo and M. Pfau 14. The Theory of Reasoned Action - J. L. Hale , B. J. Householder and K. L. Greene PART THREE: AFFECT AND PERSUASION 15. Discrete Emotions and Persuasion - R. Nabi 16. Persuasion and the Structure of Affect - J. P. Dillard and A. Meijenders 17. Guilt as a Mechanism of Persuasion - D. J. O'Keefe 18. Persuasive Effects of Product Warning Labels - M. A. deTurck PART FOUR: MESSAGE FEATURES 19. Language and Persuasion - L. A. Hosman 20. Message Framing in the Prevention and Early Detection of Illness - P. Salovey, T. R. Schneider and A. M. Apanovitch 21. Figurative Language and Persuasion - P. Sopory and J.P. Dillard 22. Evidence - R. A. Reynolds and J. L. Reynolds 23. Nonverbal Influence - J. K. Burgoon, N. E. Dunbar and C. Segrin PART FIVE: CONTEXTS 24. Persuading in the Small Group Context - F. J. Boster and M. G. Cruz 25. A Variable-Based Typology and a Review of Advertising-Related Persuasion Research During the 1990s - X. Zhao 26. The Business of Influence: Principles That Lead to Success in Commercial Settings - K. Rhoads and R. Cialdini 27. Persuasion in the Legal Setting - J. C. Reinard PART SIX: PERSUASION CAMPAIGNS AND MEDIA EFFECTS 28. Political Campaign Persuasion and Its Discontents: Perspectives From the Past and Research Prescriptions for the Future - R. M. Perloff 29. Enlarging the Role of Environment as a Social Influence Construct in Health Campaigns - R. Parrott et al 30. Overcoming the Challenges of Environmental Public Information and Action Programs - G. J. O'Keefe and R. L. Shepard PART SEVEN: MEDIA 31. The Impact of News and Entertainment Media on Perceptions of Social Reality - W. Eveland 32. The Role of Meaning Construction in the Process of Persuasion for Viewers of Television Images - J. E. Newhagen 33. The Embodied Meaning of Media Forms - L. R. Holbert 34. Interactive Technology and Persuasion - B. J. Fogg, E. Lee and J. Marshall Summary: Final Thoughts About Persuasion - M. Pfau and J. P. Dillard Author Index Subject Index