The Dynamics of Persuasion: Communication and Attitudes in the 21st Century (Lea's Communication Series)

Persuasion is one of the oldest fields of academic study -- it dates back thousands of years. In our own era, persuasion has been studied primarily by means of the theories and methods of social science research. Numerous scholars have made contributions to our knowledge of persuasion, and the field has generated a wealth of intriguing concepts and an impressive body of knowledge on persuasion processes and effects. Persuasion is not simply a science, however -- it is also an art. Today there is a burgeoning persuasion industry that includes advertising, sales, public relations, political consulting firms, and a host of private and public companies that seek to change attitudes and influence social behaviors.

The Dynamics of Persuasion presents an up-to-date, comprehensive introduction to persuasive communication and attitude change. Richard Perloff systematically explores the impact of persuasive communications on attitudes toward a host of topics spanning health, politics, and racial prejudice.

Written for the upper-undergraduate level, The Dynamics of Persuasion is appropriate for courses in the social sciences, notably communication, speech, journalism, psychology, marketing, and sociology.