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| Each chapter concludes with Summary | |
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| Preface | |
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| Why Study Persuasion? | |
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| Aims and Goals | |
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| Persuasion Is Not a Dirty Word | |
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| Persuasion Is Our Friend | |
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| The Pervasiveness of Persuasion: You Can Run but You Can't Hide | |
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| The Knowledge Function: Enquiring Minds Want to Know | |
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| The Defensive Function: Duck and Cover | |
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| The Debunking Function: Puh-Shaw | |
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| Two Criticisms of Persuasion | |
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| Ethical Concerns about the Use of Persuasion | |
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| What Constitutes Persuasion? | |
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| Pure versus Borderline Cases of Persuasion | |
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| Limiting Criteria for Defining Persuasion | |
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| A Model of the Scope of Persuasion | |
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| The Context for Persuasion | |
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| A Working Definition of Persuasion | |
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| So What Isnt Persuasion? The Elaboration Likelihood Model of Persuasion | |
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| Attitudes and Attitude Measures | |
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| In Fifteen Words or less, What Is an Attitude? | |
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| So How Do You Measure the Durn Things? | |
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| The Persistence of Attitudes | |
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| Consistency and Commitment | |
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| Manufacturing Favorable Images and Associations: Jiggling the Web | |
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| Psychological Consistency | |
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| Cognitive Dissonance | |
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| Credibility | |
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| Celebrity Selling Power: The Answer Is in the Stars | |
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| What Is Credibility? The Factor Analytic Approach to Credibility | |
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| The Factor Analytic Approach and the Real World | |
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| Credibility as a Peripheral Cue | |
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| The Sleeper Effect | |
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| Credibility and Image Management | |
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| Interpersonal Credibility, Impression Management, and Facework | |
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| Strategies for Enhancing One's Credibility | |
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| Communicator Characteristics and Persuasibility | |
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| Demographic Variables and Persuasion | |
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| Psychological and Communication States and Traits | |
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| Analyzing and Adapting to Audiences | |
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| Conformity and Influence in Groups | |
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| Conformity as Persuasion: In with the Crowd | |
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| Deindividuation and Social Loafing: Getting Lost in the Crowd | |
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| How Groups Affect Decision Making: Taking It to the Extreme | |
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| Language and Persuasion | |
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| Symbols, Meaning, and Persuasion: The Power of Babble | |
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| Language Intensity, Vividness, and Offensiveness | |
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| Powerless Language and Persuasion: Ums the Word | |
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| Nonverbal Influence | |
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| Types of Nonverbal Communication | |
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| Structuring and Ordering Persuasive Messages | |
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| Implicit and Explicit Conclusions: The Writing's on the Wall | |
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| Quantity versus Quality of Arguments: The More the Merrier? Repetition and Mere Exposure: You Can Say That Again | |
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| Order Effects and Persuasion: First Things First | |
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| Primacy and Recency Effects: The First Shall Be Last and the Last Shall Be First | |
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| One-Sided versus Two-Sided Messages: Both Sides Now | |
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| Inoculation Theory: Of Needles and Arguments | |
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| Forewarning: You'd Better Watch Out | |
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| Compliance Gaining | |
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| In the Beginning: The Roots of Compliance-Gaining Research | |
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| Situation: The It Depends of Compliance-Gaining Behavior | |
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| Who Are You?: Individual Characteristics and Compliance-Gaining Behavior | |
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| Problems Facing Compliance Research: Trouble in Paradise | |
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| New Directions: The Study of Compliance-Gaining Goals | |
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| Sequential Persuasion | |
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