Persuasion (6^th Ed.)
Social Influence and Compliance Gaining

Now in its sixth edition, Persuasion: Social Influence and Compliance Gaining continues to boast an accessible voice and vibrant aesthetic that appeals to undergraduate students of communication, psychology, advertising, and marketing. In addition to presenting established theories and models, this text encourages students to develop and apply general conclusions about persuasion in real-world settings. Along the way, students are introduced to the practice of social influence in an array of contexts (e.g., advertising, marketing, politics, interpersonal relationships, social media, groups) and across a variety of topics (e.g., credibility, personality, deception, motivational appeals, visual persuasion). The new edition features an expanded treatment of digital and social media, up-to-date research on theory and practice, and enhanced discussions of topics such as political campaigning, emotional marketing, olfactory influence, and ethics.

Forthcoming: Instructors can also use the book?s downloadable test bank, instructor?s manual, and PowerPoint slides in preparing course material.

Chapter 1: Why Study Persuasion?  
Chapter 2: What Constitutes Persuasion?  
Chapter 3: Attitudes and Consistency  
Chapter 4: Credibility  
Chapter 5: Communicator Characteristics and Persuasion  
Chapter 6: Conformity and Influence in Groups 
Chapter 7: Language and Persuasion  
Chapter 8: Nonverbal Influence  
Chapter 9: Structuring and Ordering Persuasive Messages   
Chapter 10: Compliance Gaining 
Chapter 11: Sequential Persuasion 
Chapter 12: Deception   
Chapter 13: Motivational Appeals
Chapter 14: Visual Persuasion    
Chapter 15: Esoteric Forms of Persuasion  
Chapter 16: The Ethics of Persuasion

Robert H. Gass is Professor Emeritus of Communication Studies at California State University, Fullerton, USA.

John S. Seiter is Professor in the Department of Languages, Philosophy, and Communication Studies at Utah State University, USA.