Persuasion : Theory and Research, Paperback

Persuasion : Theory and Research Paperback

Part of the Current Communication: An Advanced Text series


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:
  • Category: Communication studies
  • ISBN: 9780761925392



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Also in the Current Communication: An Advanced Text series