The Dynamics of Persuasion: Communication and Attitudes in the 21st Century

by Richard M. Perloff

This completely revised second edition of the best-selling text presents an up-to-date, comprehensive introduction to persuasive communication and attitude change. Employing the same organizational strategy he used in the first edition but offering more applications and fresh examples, Richard Perloff systematically explores the impact of persuasive communications on attitudes toward a host of topics spanning health, politics, and racial prejudice.

This text
*enhance students' understanding of persuasion theories and research;
*introduce readers to the social science perspective on persuasion;
*expose students to major issues discussed in the field of persuasion research;
*help students appreciate complexities and subtleties in the dynamics of everyday persuasion; and
*raise consciousness about the ethics of contemporary persuasion.

Part I introduces students to the ubiquity of persuasion, how it is defined and differentiated from related terms, and the meaning of core concepts like attitude, belief, and value. Perloff combines a discussion of major concepts, such as balance theory, accessibility, and the theory of reasoned action with application of these concepts to numerous situations in everyday life, including the Clinton-Lewinsky scandal, body art, religion, abortion, and AIDS prevention.

Part II of the book explores communication and attitude change. Contemporary theories, such as the Elaboration Likelihood Model, the Extended Parallel Process Model, and Cognitive Dissonance Theory are discussed in detail. Students and professors will find an up-to-date discussion of research generated by these theories, coupled with criticisms of theoretical perspectives.

Part III of the book examines advertising and communication campaigns. After introducing students to advertising--using well-known advertising slogans and motifs--Perloff debunks subliminal advertising and describes major theories of advertising effects.

Written for the upper-undergraduate level, The Dynamics of Persuasion is appropriate for courses in the social sciences, notably communication, speech, journalism, psychology, marketing, and sociology.

Genres: Psychology, Communication, Grad School, Textbooks

424 pages, Paperback

First published February 1, 1993

Reviews

[Cameron Sauschuck]

for class

[Alberto Tebaldi · Rating 3 out of 5]

this is a very exhaustive textbook on the topic, however I gave 3 stars because I could not find anything ground-breaking in it.

[molly]

i did actually read this entire textbook for class. thank you very much. but it was very interesting, i enjoyed it i can’t lie.

[Mani · Rating 4 out of 5]

The content is great. I really enjoyed the models of attitudes and their roles in belief formation.

I liked the part about Elaboration Likelihood Model.

I also enjoyed how the models were introduced in a sequence that made each model's shortcomings clear.

i docked a star because I feel as if it took me to the edge but didn't give me that last shove,

[Abby Kelley · Rating 1 out of 5]

This is by far one of the worst textbooks I've ever read. (1) You do not need 20 examples per topic; (2) I understand that authors bring their own biases, but it does not need to be this obvious (e.g., don't imply that only gay men have AIDs); and (3) please, for God's sake don't romanticize Hitler's oratory. The one redeeming part of this book is that it does a very good job with definitions (hence, the one star).

[Gede Suprayoga · Rating 4 out of 5]

The book is full of references from literature and information on experimentation. It's also practical for daily communication and purposeful persuasion contexts (such as marketing, political consultancy, and advocacy). I enjoy the reading of it.

[Shyanne · Rating 4 out of 5]

I think this is probably my favorite textbook so far. I had a horrible professor, BUT the content in this was actually really well written and researched. It was VERY lengthy (as any grad school textbook is) but I was not miserable, but in fact enjoyed the content.
4 stars

[Juan]

Manbreakingchains.jpeg

[Sophievb69 · Rating 1 out of 5]

what the fuck is up with this author referring to Black people as 'Blacks'???????

[Larry McCloskey · Rating 4 out of 5]

A bit of a one-size-fits-all textbook on persuasion, this book borrows heavily from other authors but casts that previous scholarship in a uniquely accessible light.

Having had the pleasure of taking this course and using this text under the author, I can tell you that this book brings to life his enthusiasm and genuine passion for the subject matter. Cialdini's "Influence" and in so doing, takes the plethora of useful information from Cialdini's work and makes it palatable, removing the monotony and repetition. The concepts here are neatly broken down and compartmentalized, making each concept easily understandable.

The one "knock" on the book is that it touts itself as being aimed at upper-level scholarship and that is debatable. There is no original research to speak of and in some instances, conciseness is sacrificed for the sake of brevity and the aforementioned clarity.

In sum, though, this is a strong text for the communications student as well as the persuader in all of us.

[Todd Cheng · Rating 3 out of 5]

I was in the mood to read a textbook on persuasion. I wanted to revisit the psychology of the topic. Figured in the mix of the social media that hijacks ones mind it was a good investment in being able to identify and deflect unwanted persuasions.

The book helped me catch back up on the university studies of 20 years ago. Revisit the topic in a way that I expect can dodge the ills of the craft in media and workplace.

It was not a hard read, but also took me a year t

[Jvermeersch · Rating 5 out of 5]

We used this book in my undergraduate course at university (Communication Sciences), and it also was a good reference work for my Master's thesis on strategies for immunization against persuasion. A book I would suggest to anyone interested in persuasive communication! Written in a very fluent and accessible style, with plenty of real-life examples.

[Julia · Rating 5 out of 5]

Amazing book! Well written, fluent in language, understandable and well explained. This was an interesting read and is highly recommendable for people who want to know the basics, but also in depth explained details of persuasion.

[Jennifer · Rating 3 out of 5]

I read this book as a textbook for a class. It isn't bad. I did learn a number of things. It just didn't grab me the way some of the other non-fiction books I have been reading lately have.

[Linda · Rating 4 out of 5]

This book is easy to read and provides a clear overview of the primary theories of persuasive communication.

[Tamera · Rating 4 out of 5]

It's a textbook. What am I going to say?!?!