Each chapter concludes with "Summary." Preface. 1.Why Study Persuasion? Aims and Goals.
Persuasion Is Not a Dirty Word.
Persuasion Is Our Friend.
The Pervasiveness of Persuasion: You Can Run but You Can't Hide.
The Knowledge Function: Enquiring Minds Want to Know.
The Defensive Function: Duck and Cover.
The Debunking Function: Puh-Shaw.
Two Criticisms of Persuasion.
Ethical Concerns about the Use of Persuasion.
2.What Constitutes Persuasion? Pure versus Borderline Cases of Persuasion.
Limiting Criteria for Defining Persuasion.
A Model of the Scope of Persuasion.
The Context for Persuasion.
A Working Definition of Persuasion.
So What Isn't Persuasion?
The Elaboration Likelihood Model of Persuasion.
3.Attitudes and Attitude Measures. In Fifteen Words or less, What Is an "Attitude"?
So How Do You Measure the Durn' Things?
The Persistence of Attitudes.
4.Consistency and Commitment. Attitudes as Associative Networks: Your Mind Is a Web.
Manufacturing Favorable Images and Associations: Jiggling the Web.
Psychological Consistency.
Cognitive Dissonance.
5.Credibility. Celebrity Selling Power: The Answer Is in the Stars.
What Is Credibility?
The Factor Analytic Approach to Credibility.
The Factor Analytic Approach and the Real World.
Credibility as a Peripheral Cue.
The Sleeper Effect.
Credibility and Image Management.
Interpersonal Credibility, Impression Management, and Facework.
Strategies for Enhancing One's Credibility.
6.Communicator Characteristics and Persuasibility. Demographic Variables and Persuasion.
Psychological and Communication States and Traits.
Analyzing and Adapting to Audiences.
7.Conformity and Influence in Groups. Conformity as Persuasion: In with the Crowd.
Deindividuation and Social Loafing: Getting Lost in the Crowd.
How Groups Affect Decision Making: Taking It to the Extreme.
8.Language and Persuasion. Symbols, Meaning, and Persuasion: The Power of Babble.
Language Intensity, Vividness, and Offensiveness.
Powerless Language and Persuasion: "Ums" the Word.
9.Nonverbal Influence. Types of Nonverbal Communication.
10.Structuring and Ordering Persuasive Messages. Implicit and Explicit Conclusions: The Writing's on the Wall.
Quantity versus Quality of Arguments: The More the Merrier?
Repetition and Mere Exposure: You Can Say That Again.
Order Effects and Persuasion: First Things First.
Primacy and Recency Effects: The First Shall Be Last and the Last Shall Be First.
One-Sided versus Two-Sided Messages: Both Sides Now.
Inoculation Theory: Of Needles and Arguments.
Forewarning: You'd Better Watch Out.
11.Compliance Gaining. Actions Speak the Loudest: A Definition of Compliance Gaining.
In the Beginning: The Roots of Compliance-Gaining Research.
Situation: The "It Depends" of Compliance-Gaining Behavior.
Who Are You?: Individual Characteristics and Compliance-Gaining Behavior.
Problems Facing Compliance Research: Trouble in Paradise.
New Directions: The Study of Compliance-Gaining Goals.
12.Sequential Persuasion. Pregiving: The Old "I'll Scratch Your Back if You'll Scratch Mine" Approach.
Foot in the Door: The "Give Me an Inch and I'll Take a Mile" Tactic.
The Door in the Face Tactic "Ask for the Stars."
Changing the Deal: The Lowball Tactic.
13.Deception. What Is Deception? Lies and Damn Lies.
Telling Lies: The Enactment of Deception.
Detecting Deception: I Can See Right through You.
14.Motivational Appeals. Intrinsic versus Extrinsic Motivation.
Logical and Emotional Appeals: A Fuzzy Distinction.
Fear Appeals: If You Don't Stop Doing That, You'll Go Blind.
Appeals to Pity and Guilt: Woe Is Me, Shame on You.
Humorous Appeals: Stop Me if You've Heard This One.
For Mature Audiences: Sex Appeals.
Warmth Appeals: Straight from the Heart.
Ingratiation: "That's a Lovely Dress You're Wearing, Mrs. Cleaver."
Mixed Emotions: Other Appeals and Combinations of Appeals.
15.Esoteric Forms of Persuasion. Subliminal Persuasion: Hidden Messages or Hokum?
Music as a Form of Persuasion.
Music Videos and Persuasion: I Want My MTV.
Cautions about Using Music to Persuade: Don't Try This at Home.
Aroma and Persuasion.
16.The Ethics of Persuasion. Is Persuasion in General Unethical?
The Motives Color the Means.
Ethics, Culture, and the Issue of Central versus Peripheral Processing.
Ethical Questions That Can't Be Answered through the Study of Persuasion.
Our Approach: Characteristics of Ethical Influence.
Ethical Issues Arising from Previous Chapters.
Name Index. Subject Index. 