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• Half Title Page
• Title Page
• Copyright
• Dedication
• Preface
• Acknowledgments
• Contents
• Part I. Fundamental Issues in Persuasion Research
• 1. Concepts, Definitions, and Basic Distinctions
• Defining Persuasive Communication
• Box 1.1. The Rise and Fall of Herman Cain
• Considering the Attitude Construct
• Box 1.2. How Are Attitudes Measured?
• The Role of Attitude in Persuasion Research
• Summary
• Notes
• 2. Methods of Investigating Persuasive Communication
• Commonsense versus Social Science Theories
• Box 2.1. Conventional Wisdom on Trial
• Scientific Methods of Persuasive Communication Inquiry
• Box 2.2. Evaluating Experimental Treatments
• Cumulating the Findings of Individual Investigations
• Summary
• Notes
• 3. Examining the Attitude–Behavior Relationship
• The LaPiere Study
• Characteristics of Attitudes and Behaviors
• Ajzen and Fishbein’s Reasoned Action Theories
• Box 3.1. Behavioral Norms and College Drinking Behavior
• Factors Moderating the Attitude–Behavior Relationship
• Box 3.2. Vested Interest Motivates Behavior
• Summary
• Notes
• 4. The Effects of Behavior on Attitudes
• The CAA Research Paradigm
• A Theory of Cognitive Dissonance
• Box 4.1. Psychological Commitment in Relation to the Low-Ball Technique
• Box 4.2. Self-Perception and Fish Camp
• Self-Perception Theory
• Arousal, CAA, and Attitude Change
• Integrating Cognitive Dissonance and Self‑Perception Theories
• Applications of Cognitive Dissonance Theory
• Summary
• Note
• 5. Cognitive Response Models of Persuasion
• The Persuasive Effects of “Mere Thought”
• Box 5.1. Mere Thought and Performance Evaluations
• The ELM
• Box 5.2. Johnnie Cochran and the Peripheral Route to Persuasion
• The HSM
• Box 5.3. Assessing the Credibility of Witness Testimony
• The Unimodel
• Summary
• Notes
• Part II. Components of Persuasive Transactions
• 6. Source Characteristics in Persuasive Communication
• Source Credibility
• Box 6.1. Credibility (Like Stock Market Investments) Can Be Here Today and Gone Tomorrow
• Source Credibility and Attitude Change
• Attributions about Message Sources
• Box 6.2. Expectancy Confirmation and Familiar Speakers
• Persistence of Credibility Effects
• Related Source Characteristics
• Box 6.3. Guilt by Association
• Summary
• Notes
• 7. Persuasive Message Characteristics: Rational Appeals
• A Note about Rational and Emotional Appeals
• Rational Persuasive Appeals
• Persuasive Effects of Evidence
• Box 7.1. Politicians’ Use of Statistical and Narrative Evidence
• Box 7.2. “Birthers” Need No Evidence
• Modeling the Effects of Rational Appeals
• One- and Two-Sided Rational Appeals
• Box 7.3. Contrast Advertisements in Political Campaigns
• Filling in the Blanks
• Summary
• Notes
• 8. Persuasive Message Characteristics: Emotional Appeals
• Fear Appeals
• Box 8.1. Fear Appeals in Driver Training Classes
• Box 8.2. Response Efficacy, Self-Efficacy, and Lung Cancer
• Guilt and Persuasion
• Box 8.3. Has Cognitive Dissonance Morphed into Reactive Guilt?
• The Choice between Rational and Emotional Appeals
• Summary
• Notes
• 9. Receiver Characteristics
• Sex/Gender Differences in Persuadability
• Box 9.1. Knowledge and Persuadability in Juries
• Message Discrepancy and Persuasion
• Box 9.2. Source Derogation and Message Discrepancy
• Receiver Involvement and Persuasion
• Function Matching
• Summary
• Notes
• 10. Characteristics of Persuasive Settings
• Traditional Modality Research
• Online Persuasion
• Box 10.1. Social Media and the Arab Spring
• Persuasive Effects of Distracting Stimuli
• Persuasive Influences of Collectives
• Polarization in Group Decisions
• Box 10.2. Group Majorities in Jury Deliberations
• Summary
• Part III. Persuasion Models
• 11. Models of Interpersonal Compliance
• Compliance-Gaining Message Selection
• Sequential Request Strategies
• Box 11.1. FITD and Political Campaign Contributions
• Box 11.2. The Prius Lowball
• Summary
• Notes
• 12. Producing and Resisting Influence Messages
• Goals, Plans, and Action in Interpersonal Influence
• Box 12.1. Plan Complexity and Witness Testimony
• Message Design Logics and Message Production
• Resisting Influence Attempts
• Summary
• Notes
• 13. Persuasive Communication Campaigns
• Persuasive Communication Campaigns
• Box 13.1. Microtargeting in Political Campaigns
• Social Cognitive Theory
• Inoculation Theory
• Box 13.2. Refutational Arguments in the Courtroom
• Box 13.3. Preemptive Refutation in Political Campaigns
• Summary
• Notes
• Epilogue
• References
• Index
• About the Authors