The Second Edition of this important book continues to provide a thorough and critical treatment of persuasion theory and research.
Daniel J O'Keefe combines a discussion of research on the production of persuasive messages with more traditional research on the study of message effects.
The book: - provides a summary of relevant research literature in persuasion- includes suggestions for how to avoid premature generalizations from limited research evidence- presents detailed discussions on important theoretical and methodological questions. The new edition contains more coverage of the theory of reasoned action, a new chapter on functional approaches to attitude, a new chapter on behavioural change, and new material on persuasive campaigns.
The research citations and examples are also updated.
- Format: Paperback
- Pages: 384 pages
- Publisher: SAGE Publications Inc
- Publication Date: 01/01/2002
- Category: Communication studies
- ISBN: 9780761925392