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Persuasion in Practice

Second Edition

Kathleen Kelley Reardon - University of Southern California Los Angeles, Marshall School of Business

Other Titles in:
Persuasion

April 1991 | 248 pages | SAGE Publications, Inc

Description
Contents

What is persuasion? How is it maintained? How is it practised and applied? Offering a unique blend of theory, research and application, this volume deftly answers these questions and helps debunk many of the myths surrounding this topic. The constructs, schemata, rules, illusions, attitudes and values of persuasion are explored and various contemporary theories are presented. In addition, the author examines persuasion as it is practised in a number of different settings, including politics, organizations and the mass media.

What Persuasion is, What it is Not, and How it is Maintained

Debunking Some Myths

How People Interpret Reality

Constructs, Schemata, Rules and Illusions

Attitudes and Values

Theoretical Orientations of Persuasion Research

Contemporary Theories and Models of Persuasion

Persuasion Variables

Interpersonal Communication

Persuasion in Organizations

Persuasion and the Mass Media

Political Persuasion

Conclusion

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