Persuasion - Online Resources



PersuasionTheory and Research Third EditionDaniel J. O'Keefe, Northwestern University, USAISBN: 978-1-4522-7667-0Pub Date: 3/4/15 Price: $96 Page Count: 408Availability DatesSample Chapters Available Online: Ch.6 & Ch. 10Ancillaries: YesSample Syllabi: YesCourse Cartridge: NoCoursesmart eBook: Yes Interactive E-book: NoANCILLARY GUIDEPassword-protected INSTRUCTOR RESOURCES you’ll actually use!?Save time and ease class preparation with the additional guidance and tools, including:Test banks?provide a diverse range of pre-written options as well as the opportunity to edit any question and/or insert your own personalized questions to effectively assess students’ progress and understanding.Editable, chapter-specific?PowerPoint??slides?offer complete flexibility for creating a multimedia presentation for your course.?Sample course syllabi?provide suggested models for structuring your course structure.Lecture notes?summarize key concepts on a chapter-by-chapter basis to help with preparation for lectures and class discussions.Chapter-specific?discussion questions?help launch conversation by prompting students to engage with the material and by reinforcing important content.Media Links, including carefully selected chapter-by-chapter?video and multimedia content?which enhance classroom-based explorations of key topicsEXCLUSIVE! Access to full-text?SAGE journal articles?that have been carefully selected to support and expand on the concepts presented in each chapterTABLE OF CONTENTS – SIDE BY SIDE COMPARISON – SECOND EDITIONTHIRD EDITIONI. Persuasion, Attitudes, and ActionsThe Concept of PersuasionAbout DefinitionsFuzzy Edges and Paradigm CasesThe Common Features of ParadigmCases of PersuasionA Definition After All?The Concept of AttitudeAttitude Measurement TechniquesDirect TechniquesQuasi-Direct TechniquesIndirect TechniquesSummaryAttitudes and BehaviorsThe General RelationshipModerating FactorsEncouraging Attitude-Consistent BehaviorAssessing Persuasive Effects 23Attitude Change 23Beyond Attitude 23Perceived and Expected Persuasive Effects 25Conclusion 262. Functional Approaches to Attitude 29 (Now Ch. 3)A Classic Functional Analysis 29Subsequent Developments 31Identifying General Functions of Attitude 31Assessing the Function of a Given Attitude 33Influences on Attitude Function 35Persuasion: Function Matching 37Commentary 40Generality and Specificity in AttitudeFunction Typologies 40Functional Confusions 41Reconsidering the Assessment andConceptualization of Attitude Function 43Persuasion and Function Matching Revisited 46Reviving the Idea of Attitude Functions 48Conclusion 493. Belief-Based Models of Attitude 53 (now Ch. 4)Summative Model of Attitude 53The Model 53Persuasive Strategy Implications 57Research Evidence and Commentary 59General Correlational Evidence 59Attribute Importance 60Belief Content 61Role of Belief Strength 62Scoring Procedures 63Alternative Integration Schemes 65The Sufficiency of Belief-Based Analyses 67Persuasive Strategies Reconsidered 69Conclusion 714. Cognitive Dissonance Theory 77 (now Ch. 5)General Theoretical Sketch 78Elements and Relations 78Dissonance 78Factors Influencing the Magnitude of Dissonance 78Means of Reducing Dissonance 79Some Research Applications 79Decision Making 80Selective Exposure to Information 84Induced Compliance 88Hypocrisy Induction 94Revisions of, and Alternatives to, Dissonance Theory 96Conclusion 985. Theories of Behavioral Intention 101 (Now CH. 6)Theory of Reasoned Action 101The Determinants of Intention 102The Determinants of Each Component 103Research Concerning the TRA Model 10SResearch on the Determinants of Intention 10SResearch on the Determinants ofEach Component 108Implications for Persuasion 109Changing the Attitudinal Component UOChanging the Normative Component UOChanging the Relative Weightsof the Components U2IdentifYing Foci for Persuasive Efforts U2TRASummary U3Theory of Planned Behavior U3The Determinants of Intention U3The Determinants ofPBC U4Research Concerning the TPB Model usResearch on the Determinants oflntention usResearch on the Determinants of PBC U6PBC as a Persuasion Target U7Commentary on the TPB U9Curious Status of PBC 119Additions to the TPB? 121The Intention-Behavior Relationship 127Conclusion 1306. Elaboration Likelihood Model 137 (now Ch. 8)Variations in the Degree of Elaboration:Central Versus Peripheral Routes to Persuasion 138The Nature ofElaboration 138Central and Peripheral Routes to Persuasion 139Factors Mfecting the Degree *of Elaboration 141Factors Mfecting Elaboration Motivation 141Factors Mfecting Elaboration Ability 143Summary 145Influences on Persuasive EtTects UnderConditions ofHigh Elaboration:Central Routes to Persuasion 145The Critical Role of Elaboration Valence 145Influences on Elaboration Valence 146Summary: Central Routes to Persuasion 148Influences on Persuasive Effects UnderConditions of Low Elaboration:Peripheral Routes to Persuasion 148The Critical Role of Heuristic Principles 148Varieties of Heuristic Principles 149Summary: Peripheral Routes to Persuasion 150Complexities and Consequences inPersuasion Processes 151Complexities in Persuasion 151Consequences of Different Routesto Persuasion 153Commentary 154Argument Strength 155One Persuasion Process? 157Conclusion 1617. The Study of Persuasive Effects 169 (Now Ch. 9)Experimental Design and Causal Inference 169The Basic Design 169Variations on the Basic Design 170Two General Problems in Studying Persuasive Effects 171Generalizing About Messages 171Variable Definition 1788. Source Factors 181 (Now Ch. 10)Communicator Credibility 181The Dimensions of Credibility 181Factors Influencing Credibility Judgments 184Effects of Credibility 191Liking 196The General Rule 196Some Exceptions and Limiting Conditions 197Other Source Factors 199Similarity 199Physical Attractiveness 205About Additional Source Characteristics 207Conclusion 2099. Message Factors 215 (Now Ch. 11)Message Structure 215Climax Versus Anticlimax Order of Arguments 215Conclusion Omission 216Recommendation Specificity 218Message Content 219One-Sided Versus Two-Sided Messages 219Discrepancy 221Fear Appeals 224Examples Versus Statistical Summaries 229Sequential-Request Strategies 230Foot-in-the-Door 230Door-in-the-Face 232Conclusion 23510. Receiver and Context Factors 241 (Now Ch. 12)Natural Receiver Characteristics 241General Persuasibility 241Sex Differences in Persuasibility 242Other Individual Differences 243Induced Receiver Factors 246Inoculation 246Warning 250Refusal Skills Training 251Contextual Factors 253Primacy-Recency 253Medium 254The Persistence of Persuasion 257Conclusion 2601 Persuasion, Attitudes, and Actions 1The Concept of Persuasion 2About Definitions: Fuzzy Edges and Paradigm Cases 2Five Common Features of Paradigm Cases of Persuasion 2A Definition After All? 4The Concept of Attitude 4Attitude Measurement Techniques 5Explicit Measures 5Semantic Differential Evaluative Scales 5Single-Item Attitude Measures 6Features of Explicit Measures 6Quasi-Explicit Measures 7Implicit Measures 8Summary 9Attitudes and Behaviors 9The General Relationship 9Moderating Factors 10Correspondence of Measures 10Direct Experience 11Summary 12Encouraging Attitude-Consistent Behavior 12Enhance Perceived Relevance 12Induce Feelings of Hypocrisy 13Encourage Anticipation of Feelings 13Summary 14Assessing Persuasive Effects 14Attitude Change 14Beyond Attitude Change 14Conclusion 16FOR REVIEW 16NOTES 172 Social Judgment Theory 19Judgments of Alternative Positions on an Issue 20The Ordered Alternatives Questionnaire 20The Concept of Ego-Involvement 22Ego-Involvement and the Latitudes 22Measures of Ego-Involvement 23Size of the Ordered Alternatives Latitude of Rejection 23Own Categories Procedure 23Reactions to Communications 24Assimilation and Contrast Effects 24Attitude Change Effects 25Assimilation and Contrast Effects Reconsidered 26The Impact of Assimilation and Contrast Effects on Persuasion 27Ambiguity in Political Campaigns 27Adapting Persuasive Messages to Recipients Using Social Judgment Theory 28Critical Assessment 29The Confounding of Involvement With Other Variables 29The Concept of Ego-Involvement 30The Measures of Ego-Involvement 31Conclusion 31FOR REVIEW 32NOTES 333 Functional Approaches to Attitude 35 (Prev. Ch. 2)A Classic Functional Analysis 35Subsequent Developments 37Identifying General Functions of Attitude 37Assessing the Function of a Given Attitude 38Influences on Attitude Function 40Individual Differences 40Attitude Object 40Situational Variations 41Multifunctional Attitude Objects Revisited 41Adapting Persuasive Messages to Recipients: Function Matching 41The Persuasive Effects of Matched and Mismatched Appeals 42Explaining the Effects of Function Matching 43Commentary 44Generality and Specificity in Attitude Function Typologies 44Functional Confusions 45Some Functional Distinctions 45Conflating the Functions 46Reconsidering the Assessment and Conceptualization of Attitude Function 46Assessment of Attitude Function Reconsidered 46Utilitarian and Value-Expressive Functions Reconsidered 48Summary 49Persuasion and Function Matching Revisited 49Reviving the Idea of Attitude Functions 51Conclusion 51FOR REVIEW 52NOTES 534 Belief-Based Models of Attitude 56 (Prev. Ch. 3)Summative Model of Attitude 56The Model 56Adapting Persuasive Messages to Recipients Based on the Summative Model 59Alternative Persuasive Strategies 59Identifying Foci for Appeals 60Research Evidence and Commentary 61General Correlational Evidence 61Attribute Importance 61Belief Content 62Role of Belief Strength 63Scoring Procedures 64Alternative Integration Schemes 65The Sufficiency of Belief-Based Analyses 66Persuasive Strategies Reconsidered 68Belief Strength as a Persuasion Target 68Belief Evaluation as a Persuasion Target 69Changing the Set of Salient Beliefs as a Persuasion Mechanism 69Conclusion 71FOR REVIEW 71NOTES 725 Cognitive Dissonance Theory 76 (Prev. Ch. 4)General Theoretical Sketch 77Elements and Relations 77Dissonance 77Factors Influencing the Magnitude of Dissonance 77Means of Reducing Dissonance 78Some Research Applications 78Decision Making 78Conflict 79Decision and Dissonance 79Factors Influencing the Degree of Dissonance 80Dissonance Reduction 80Regret 82Selective Exposure to Information 83The Dissonance Theory Analysis 83The Research Evidence 83Summary 85Induced Compliance 85Incentive and Dissonance in Induced-Compliance Situations 85Counterattitudinal-Advocacy–Based Interventions 87The “Low, Low Price” Offer 88Limiting Conditions 89Summary 89Hypocrisy Induction 90Hypocrisy as a Means of Influencing Behavior 90Hypocrisy Induction Mechanisms 91Backfire Effects 91Revisions of, and Alternatives to, Dissonance Theory 92Conclusion 93FOR REVIEW 94NOTES 956 Reasoned Action Theory 98 (Prev. Ch. 5)The Reasoned Action Theory Model 99Intention 99The Determinants of Intention 99Attitude Toward the Behavior 99Injunctive Norm 99Descriptive Norm 100Perceived Behavioral Control 100Weighting the Determinants 101The Distinctiveness of Perceived Behavioral Control 102The Predictability of Intention Using the RAT Model 102Influencing Intentions 103Influencing Attitude Toward the Behavior 104The Determinants of AB 104Changing AB 105Influencing the Injunctive Norm 105The Determinants of IN 105Changing IN 106Influencing the Descriptive Norm 107The Determinants of DN 107Changing DN 108Influencing Perceived Behavioral Control 108The Determinants of PBC 108Changing PBC 110Altering the Weights 111Intentions and Behaviors 112Factors Influencing the Intention-Behavior Relationship 112Correspondence of Measures 113Temporal Stability of Intentions 113Explicit Planning 114The Sufficiency of Intention 115Adapting Persuasive Messages to Recipients Based on Reasoned Action Theory 116Commentary 117Additional Possible Predictors 118Anticipated Affect 118Moral Norms 120The Assessment of Potential Additions 120Revision of the Attitudinal and Normative Components 121The Attitudinal Component 121The Normative Components 121The Nature of the Perceived Control Component 122PBC as a Moderator 122Refining the PBC Construct 123Conclusion 124FOR REVIEW 124NOTES 1267 Stage Models 132The Transtheoretical Model 132Decisional Balance and Intervention Design 134Decisional Balance 134Decisional Balance Asymmetry 134Implications of Decisional Balance Asymmetry 135Self-Efficacy and Intervention Design 136Intervention Stage-Matching 136Self-Efficacy Interventions 137Broader Concerns About the Transtheoretical Model 139The Distinctive Claims of Stage Models 140Other Stage Models 142Conclusion 143FOR REVIEW 144NOTES 1448 Elaboration Likelihood Model 148 (Prev. Ch. 6)Variations in the Degree of Elaboration: Central Versus Peripheral Routes to Persuasion 149The Nature of Elaboration 149Central and Peripheral Routes to Persuasion 150Consequences of Different Routes to Persuasion 151Factors Affecting the Degree of Elaboration 152Factors Affecting Elaboration Motivation 152Personal Relevance (Involvement) 152Need for Cognition 153Factors Affecting Elaboration Ability 154Distraction 154Prior Knowledge 155Summary 155Influences on Persuasive Effects Under Conditions of High Elaboration:Central Routes to Persuasion 156The Critical Role of Elaboration Valence 156Influences on Elaboration Valence 156Proattitudinal Versus Counterattitudinal Messages 156Argument Strength 156Other Influences on Elaboration Valence 157Summary: Central Routes to Persuasion 157Influences on Persuasive Effects Under Conditions of Low Elaboration:Peripheral Routes to Persuasion 157The Critical Role of Heuristic Principles 157Varieties of Heuristic Principles 158Credibility Heuristic 158Liking Heuristic 158Consensus Heuristic 159Other Heuristics 159Summary: Peripheral Routes to Persuasion 159Multiple Roles for Persuasion Variables 160Adapting Persuasive Messages to Recipients Based on the ELM 162Commentary 162The Nature of Involvement 163Argument Strength 163One Persuasion Process? 166The Unimodel of Persuasion 166Explaining ELM Findings 167Comparing the Two Models 168Conclusion 169FOR REVIEW 170NOTES 1719 The Study of Persuasive Effects 176 (Prev. Ch. 7)Experimental Design and Causal Inference 176The Basic Design 176Variations on the Basic Design 177Persuasiveness and Relative Persuasiveness 178Two General Challenges in Studying Persuasive Effects 178Generalizing About Messages 178Ambiguous Causal Attribution 179Nonuniform Effects of Message Variables 180Designing Future Persuasion Research 181Interpreting Past Persuasion Research 182Beyond Message Variables 183Variable Definition 183Message Features Versus Observed Effects 183The Importance of the Distinction 184Conclusion 184FOR REVIEW 185NOTES 18510 Communicator Factors 188 (Prev. Ch. 8)Communicator Credibility 188The Dimensions of Credibility 188Factor-Analytic Research 189Expertise and Trustworthiness as Dimensions of Credibility 189Factors Influencing Credibility Judgments 190Education, Occupation, and Experience 190Nonfluencies in Delivery 191Citation of Evidence Sources 191Position Advocated 192Liking for the Communicator 193Humor 194Summary 194Effects of Credibility 194Two Initial Clarifications 194Influences on the Magnitude of Effect 195Influences on the Direction of Effect 196Liking 198The General Rule 198Some Exceptions and Limiting Conditions 198Liking and Credibility 198Liking and Topic Relevance 199Greater Effectiveness of Disliked Communicators 199Other Communicator Factors 200Similarity 200Similarity and Liking 201Similarity and Credibility: Expertise Judgments 202Similarity and Credibility: Trustworthiness Judgments 203Summary: The Effects of Similarity 203Physical Attractiveness 204Physical Attractiveness and Liking 204Physical Attractiveness and Credibility 205Summary 206About Additional Communicator Characteristics 206Conclusion 207The Nature of Communication Sources 207Multiple Roles for Communicator Variables 208FOR REVIEW 208NOTES 21011 Message Factors 214 (Prev. Ch. 9)Message Structure and Format 214Conclusion Omission 214Recommendation Specificity 216Narratives 216Complexities in Studying Narrative and Persuasion 217The Persuasive Power of Narratives 217Factors Influencing Narrative Persuasiveness 218Entertainment-Education 219Summary 220Prompts 220Message Content 221Consequence Desirability 221One-Sided Versus Two-Sided Messages 223Gain-Loss Framing 225Overall Effects 225Disease Prevention Versus Disease Detection 225Other Possible Moderating Factors 226Summary 228Threat Appeals 228Protection Motivation Theory 228Threat Appeals, Fear Arousal, and Persuasion 229The Extended Parallel Process Model 231Summary 232Beyond Fear Arousal 233Sequential Request Strategies 233Foot-in-the-Door 233The Strategy 233The Research Evidence 234Explaining FITD Effects 234Door-in-the-Face 235The Strategy 235The Research Evidence 235Explaining DITF Effects 236Conclusion 237FOR REVIEW 238NOTES 24012 Receiver Factors 252 (Prev. Ch. 10)Individual Differences 252Topic-Specific Differences 252General Influences on Persuasion Processes 253Summary 254Transient Receiver States 255Mood 255Reactance 255Other Transient States 257Influencing Susceptibility to Persuasion 257Reducing Susceptibility: Inoculation, Warning, Refusal Skills Training 257Inoculation 257Warning 259Refusal Skills Training 260Increasing Susceptibility: Self-Affirmation 261Conclusion 263FOR REVIEW 263NOTES 264* What’s New-bold these *What’s moved location *What’s removedIf you have any questions, your sales representative is happy to help. You can utilize our Rep Locator to quickly find the contact information for your sales representative. ................
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