Persuasion:

Includes bibliographical references and indexes.

Persuasion is a powerful force - it can be used to reconfigure millions of minds and hearts. The key targets of persuasion are our attitudes and opinions. Whether it is an attitude toward a political candidate, a social policy, an organization, a person, or a consumer product, the power of persuasion can remake us into persons who are irrevocably changed. Sometimes imperceptibly, oftentimes dramatically.

Persuasion: Psychological Insights and Perspectives, Second Edition brings together leading persuasion researchers who write engagingly and authoritatively on the basics of persuasion theories. This edited book highlights important and influential views on persuasion and guides users through the important contemporary centers of basic and applied persuasion research. The renowned contributors to this volume apply cutting-edge knowledge from their current research across a variety of domains, including health, advertising, prejudice, political communication, group decision making, and the impact of narratives

This Second Edition has been revised and updated to reflect new research from the past decade. It includes entirely new chapters on prejudice, persuasiveness of narratives, mass media and political persuasion, small groups, and advertising.