CHAPTER OUTLINE
Research on Persuasion
- The dimensions of persuasion
- Persuasion and culture
The Source: Who Is Trying to Persuade?
- The persuasive individual: leadership
- Gender: men and women as sources
- The sleeper effect
The Content of the Message: What Is Being Said?
- Peripheral versus central routes
- Affective versus informational features
- Organization and style
- Attitude inoculation and resistance
The Channel of Communication: How Is It Said?
- Television and politics
- Gender and the media
- Television and persuasion
The Target: Who Is to Be Persuaded?
- Gender and age
- Personality Factors
Persuasion Through Culture
- The business world
- Power and persuasion
- Persuasion and social groups
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