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		The Persuasion Handbook: Developments in Theory and Practice by James Price Dillard (Editor), Michael W. Pfau (Editor) ISBN-10: 0761920064 ISBN-10: 0-7619-2006-4 ISBN-13: 9780761920069 ISBN-13: 978-0-7619-2006-9 Hardcover 2002-06-15 Sage Publications, Inc Find Lowest Price
Editorials

Product Description The Persuasion Handbook provides readers with cogent, comprehensive summaries of research in a wide range of areas related to persuasion. From a topical standpoint, this handbook takes an interdisciplinary approach, covering issues of interest to interpersonal and mass communication researchers as well as psychologists and public health practitioners. Persuasion is presented in this volume on a micro to macro continuum, moving from chapters on cognitive processes, the individual, and theories of persuasion to chapters highlighting broader social factors and phenomena related to persuasion, such as social context and larger scale persuasive campaigns. Each chapter identifies key challenges to the area and lays out research strategies for addressing those challenges. Features: Balanced coverage of issues of enduring interest as well as those that are currently flourishing in the field Chapter-by-chapter syntheses of prior research with a look to the future of persuasion research A comprehensive review and evaluation of issues relating to persuasion, with approaches to persuasion that vary in focus from micro to macro (20030915)
Reviews

Persuasion Theory and Practice Includes 34 social science and communication journal style articles on persuasion theory and persuasion research methods from a communication worldview. Multiple chapter authors are all well published. Too dense for undergraduates unless specific readings are guided by an instructor. A graduate student in a school of communication could launch a whole career with this handbook as a starting point. If you can obsorb these chapter readings, no one in this field will be out ahead of you for several years. Applicable to political campaign managers, advertising gurus, and health care practitioners alike.
a MUST HAVE book !!! This very comprehensive handbook is something that every researcher in consumer psychology, attitude research, and the related fields must have or read. It is one of those books like Chaiken & Eagly's "Dual Process Theories in Social Psychology", or "The Psychology of attitudes". Lots of information on the most recent developments in the subfield/theory of innoculation theory and affective attitudes, which i find most important about it. EXCELLENT.

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