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

This updated and expanded edition of Persuasive Communication offers a comprehensive introduction to persuasion and real-world decision making. Drawing on empir

This popular text provides a comprehensive introduction to the study of persuasive messages and their effects. Concepts and methods from communication and socia

This third edition situates contemporary persuasive practices against the background of the rich history of rhetoric and within the setting of a democratic stat

This series covers topics in interpersonal, small-group, organizational and mass communication. Each chapter offers an overview, a list of key terms and learnin