The Dynamics Of Persuasion by Richard M. Perloff
Communication and Attitudes in the Twenty-First Century
A comprehensive overview of how persuasion operates, blending social-psychological theory with real-world applications. It explains how attitudes are formed and changed, how people process messages via different routes, and how factors like credibility, emotion, fear appeals, narratives, and social norms shape influence. The book outlines strategies for resisting persuasion and addresses ethical concerns. Using examples from politics, health, advertising, and digital media, it presents evidence-based principles for designing and evaluating persuasive campaigns and examines contemporary challenges such as social networks and misinformation.
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- Published
- 1993
- Nationality
- American
- Length
- Long
- Pages
- 550-650
- Original Language
- English
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