Persuasion: Social Influence and Compliance Gaining

Persuasion: Social Influence and Compliance Gaining first helps students understand established theories and models of persuasion.  It then encourages them to develop and apply general conclusions about persuasion in real-world settings. 

The 5^th edition explores how social media continues to be a form of influence, but it also looks at grassroots movements, such as the Tea Party and Occupy Wall Street, and traditional forms of persuasion, such as advertising, marketing, and political campaigning. 

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Learning Goals

Upon completing this book, readers will be able to:

• Understand how persuasion works
• Discuss the impact culture has on persuasion
• Understand and identify key differences among persuasion, propaganda, and manipulation

Chapter 1 : W hy Study Persuasion?   

Aims and Goals   

Persuasion Is Not a Dirty Word   

Persuasion Is Our Friend   

The Pervasiveness of Persuasion: You Can Run but You Can’t Hide   

Four Benefits of Studying Persuasion   

Two Criticisms of Persuasion   

Ethical Concerns about the Use of Persuasion   

Summary   

Pure versus Borderline Cases of Persuasion   

Limiting Criteria for Defining Persuasion   

A Model of the Scope of Persuasion   

The Context for Persuasion   

A Working Definition of Persuasion   

So What Isn’t Persuasion?   

Dual Processes of Persuasion   

Summary   

Chapter 3: Attitudes and Consistency   
What Is an “Attitude” in 15 Words or Less?   
So How Do You Measure the Durn Things?   

The Theory of Reasoned Action   

The Theory of Planned Behavior   

The Persistence of Attitudes   

Attitudes as Associative Networks: Your Mind Is a Web   

Manufacturing Favorable Associations: Jiggling the Web   

Psychological Consistency   

Cognitive Dissonance Theory   

Forbidden Fruit: Psychological Reactance   

Counterattitudinal Advocacy: Playing Devil’s Advocate   

I’m All In: Increasing Commitment   

Summary   

Celebrity Selling Power: The Answer Is in the Stars   

What Is Credibility?   

The Factor Analytic Approach to Credibility   

The Factor Analytic Approach and the Real World   

Credibility as a Peripheral Cue   

It’s What’s Up Front That Counts   

The Sleeper Effect   

Credibility and Image Management   

Interpersonal Credibility, Impression Management, Facework, and Accounts   

Strategies for Enhancing One’s Credibility   

Summary   

Demographic Variables and Persuasion   

Psychological and Communication States and Traits   

Analyzing and Adapting to Audiences   

Summary   

Chapter 6: Conformity and Influence in Groups   

Conformity as Persuasion: In with the Crowd   

Ostracism: Shuns and Guns   

Deindividuation, Social Loafing, and Social Facilitation: Getting Lost in the Crowd   

Social Facilitation: Would You Rather Be Alone?

How Groups Affect Decision Making: To Risk or Not to Risk   

Summary   

Symbols, Meaning, and Persuasion: The Power of Babble   

Language Intensity, Vividness, and Offensiveness   

Powerless Language and Persuasion: “UMS” the Word   

Summary   

The Direct Effects Model of Immediacy   

Types of Nonverbal Communication   

Summary   

Implicit and Explicit Conclusions: Let Me Spell it Out For You   

Gain-Framed versus Loss-Framed Messages: Keep on the Sunny Side?    Quantity versus Quality of Arguments: The More the Merrier?   

The Use of Evidence: The Proof’s Not in the Pudding   

Repetition and Mere Exposure: You Can Say That Again   

Order Effects and Persuasion: First Things First   

Primacy and Recency Effects: The First Shall Be Last, and the Last Shall Be First   

An Ounce of Prevention: Inoculation, Message-Sidedness, and Forewarning Summary   

Chapter 10: Sequential Persuasion   

Pregiving: The Old “I’ll-Scratch-Your-Back-if-You’ll-Scratch-Mine” Approach   

Foot in the Door: The “Give-Me-an-Inch,-and-I’ll-Take-a-Mile” Tactic   

The-Foot-in-the-Mouth Effect: “How Are You Today?”   

The Door-in-the-Face Tactic: “Ask for the Stars”   

The That’s-Not-All Tactic: Seeking Compliance by Sweetening the Deal   

The Lowball Tactic: Changing the Deal   

“Sorry, We Don’t Have Any More of Those in Your Size, But . . .”: The Bait-and-Switch Tactic   

The Disrupt-Then-Reframe Technique: I’m So Confused   

Legitimizing Paltry Contributions: Even a Penny Will Help   

Fear-Then-Relief and Happiness-Then-Disappointment Procedures: The Emotional Roller Coasters of Social Influence   

The Dump-and-Chase: I Get Knocked Down, But I Get Up Again

Summary   

Chapter 11: Compliance Gaining   

Actions Speak the Loudest: A Definition of Compliance Gaining   

In the Beginning: The Roots of Compliance-Gaining Research   

Situation: The “It Depends” of Compliance-Gaining Behavior   

Who Are You? Individual Characteristics and Compliance-Gaining Behavior   

Problems Facing Compliance Research: Trouble in Paradise   

The Study of Compliance-Gaining Goals: Eyes on the Prize   

Summary   

What Is Deception? Lies and Damn Lies   

Telling Lies: The Enactment of Deception   

Detecting Deception: I Can See Right through You   

Summary   

Chapter 13: Motivational Appeals   

Intrinsic versus Extrinsic Motivation   

Emotional Marketing

Logical and Emotional Appeals: A Fuzzy Distinction   

Fear Appeals: If You Don’t Stop Doing That, You’ll Go Blind   

Appeals to Pity and Guilt: Woe Is Me, Shame on You   

Humorous Appeals: Stop Me If You’ve Heard This One   

Pride and Patriotism: Turning Red, White, and Blue into Green   

For Mature Audiences: Sex Appeals   

Warmth Appeals: Straight from the Heart   

Ingratiation: Polishing the Apple   

Mixed Emotions: Other Appeals and Combinations of Appeals   

Summary   

Image is Everything

Overlooked and Under-Appreciated   

The Power of Images

How Images Persuade   

Art as Persuasion: Mona Lisa Made Me Do It   

Cinematic Persuasion: Sex, Drugs, and Popcorn   

Images in Advertising: And Now a Word from Our Sponsors   

Photojournalism as Persuasion: The Camera Does Lie   

Summary   

Color as Persuasion: The Grass Is Always Greener

Subliminal Influence: Hidden Messages or Hokum?   

Subaudible Messages: The Power of Suggestion   

Backward Masking and Reverse Speech: The Devil Made Me Do It  

What Advertisers Really Do 

Neurolinguistic Programming: The Emperor’s New Clothes  

Music as Persuasion  

Aroma and Persuasion  

Summary  

Chapter 16: The Ethics of Persuasion   

Is Persuasion in General Unethical?   

The Motives Color the Means   

Ethics, Culture, and the Issue of Central versus Peripheral Processing   

Ethical Questions That Can’t Be Answered through the Study of Persuasion   

Our Approach: Characteristics of Ethical Influence   

Ethical Issues Arising from Previous Chapters   

Summary   

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