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| Understanding Persuasion | |
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| The Study of Persuasion | |
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| Why Study Persuasion? | |
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| Methods of Studying Persuasion | |
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| Toward a Definition of Persuasion | |
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| The Ethics of Persuasion | |
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| Summary | |
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| Questions and Projects for Further Study | |
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| The Psychology of Persuasion: Basic Concepts and Principles | |
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| Beliefs, Values, and Attitudes | |
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| A Preview of Theories | |
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| Persuasion by Degrees: Adapting to Different Audiences | |
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| BVA theory: Beliefs and Values as Building Blocks of Attitudes | |
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| From Attitudes to Actions and the Role of Subjective Norms: | |
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| The Theory of Reasoned Action | |
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| The Role of Emotion: Westen's Critique of Expectancy-Value Theories | |
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| Priming Effects | |
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| "Two Systems" Theories | |
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| Persuasion as a Learning Process | |
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| Persuasion as Psychological Unbalancing and Rebalancing | |
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| Summary | |
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| Questions and Projects for Further Study | |
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| Persuasion Broadly Considered | |
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| The Globalized Rhetorical Hypothesis | |
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| "Persuasion" Versus "Non-Persuasion"- God terms and Devil terms | |
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| Preview to the Globalized View of Persuasion: Five Key Communication Principles | |
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| Impression Management as Persuasion | |
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| Deception about Persuasive Intent | |
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| Persuasion in the Guise of Objectivity | |
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| How Multiple Messages Shape Ideologies | |
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| Persuasion and Ideology: McWorld | |
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| Summary | |
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| Questions and Projects for Further Study | |
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| The Coactive Approach | |
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| Coactive Persuasion | |
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| Using Receiver-Oriented Approaches | |
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| Being Situation Sensitive | |
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| Combining Similarity and Credibility | |
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| Building on Acceptable Premises | |
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| Appearing Reasonable and Providing Psychological Support | |
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| Using Communication Resources | |
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| Summary | |
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| Questions and Projects for Further Study | |
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| Resources of Communication | |
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| Resources of Language | |
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| Nonverbal Resources | |
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| Visual and Audiovisual Resources | |
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| Resources of the New Media | |
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| Summary | |
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| Questions and Projects for Further Study | |
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| Framing and Reframing: The Coactive Approach | |
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| What are Frames? | |
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| Metaphors as Frames | |
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| Frames as Metaphors | |
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| Cultural Frames and Verbal Repertoires | |
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| Research on Frames and Reframes | |
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| Metacommunicative Frames | |
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| Framing in the News Media | |
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| Reframing in Political Confrontations: "Going Meta" | |
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| Reframing in Psychotherapy | |
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| Summary | |
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| Questions and Projects for Further Study | |
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| Cognitive Shorthands | |
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| Cialdini's Seven Principles | |
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| The Highly Persuadable Persuadee | |
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| Case Study One: How Doctors Using Shortcuts Puts Your Health at Risk | |
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| Case Study Two: How Financial Advertisers Using Shortcuts Puts Your Money at Risk | |
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| Case Study Three: How Crooks Using Shortcuts Steal from People Both Gullible and Wise | |
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| Summary | |
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| Questions and Projects for Further Study | |
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| Reasoning and Evidence | |
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| Propositions of Policy, Fact, and Value | |
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| Changing, Repairing, or Retaining a Policy: The Stock Issues Revisited | |
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| Types of Evidence as Resources of Argumentation | |
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| Fallacies Reconsidered | |
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| The Case of Gulf War Syndrome | |
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| Summary | |
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| Questions and Projects for Further Study | |
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| Context for Persuasion | |
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| Going Public: Delivering a Presentation that Persuades | |
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| The Genuinely Committed Persuader | |
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| Strategic Planning: A Three-Step Process | |
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| Making Ideas Stick | |
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| Organizing Persuasive Presentations | |
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| Issues in Message Design | |
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| Adapting to Different or Multiple Audiences | |
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| Summary | |
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| Questions and Projects for Further Study | |
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| Persuasive Campaigns | |
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| Campaign Stages and Components | |
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| Types of Campaigns | |
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| Summary | |
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| Question and Projects for Further Study | |
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| Staging Political Campaigns | |
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| Persuasion in the Four Stages of Presidential Campaigning | |
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| Machiavellianism in Political Campaigns: A Guide to Getting Elected to High Office | |
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| Campaign Decisions That Matter: Five Case Studies | |
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| Summary | |
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| Questions and Projects for Further Study | |
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| Analyzing Product Advertising | |
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| Analyzing Product Advertising | |
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| What is Advertising? | |
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| The Changing Character of Advertising Campaigns | |
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| Today's Phase: Hypercommunication | |
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| Breaking With Tradition in the Phase of Hypercommunication: Anti-Ads | |
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| Misdirection in the Language of Advertising | |
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| Visual Misdirection in Product Advertising | |
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| Summary | |
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| Questions and Projects for Further Study | |
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| Talking Through Differences | |
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| Persuasion in Social Conflicts | |
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| What are Social Conflicts? | |
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| Cooperation and Competition in Mixed-Motive Conflicts | |
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| Symmetrical Versus Asymmetrical Conflicts | |
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| Destructive versus Productive Conflicts | |
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| Dealing with Conflicts Productively | |
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| Doc Reardon's Negotiating Strategies | |
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| The Persuasion Dialogue | |
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| Moving to Dialogue in Interpersonal Conflicts | |
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| A Taped Conversation about a Taped Conversation | |
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| A Structured Conversation about Abortion | |
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| Summary | |
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| Questions and Projects for Further Study | |
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| Leading Social Movements | |
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| What Are Social Movements? | |
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| Types of Social Movements | |
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| Tactics of Social Movements | |
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| Social Protests and Mass Media | |
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| Leading Social Movements: The Requirements-Problems-Strategies (RPS) Approach | |
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| Open- and Closed-Minded Movements | |
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| The Fate of Social Movements | |
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| Summary | |
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| Questions and Projects for Further Study | |
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| More About Ethics | |
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| The Ethics of Faculty Advocacy in the College Classroom | |
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| Ethically Problematic Forms and Genres of Persuasion | |
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| The Mindful Society | |
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| The Ethics of Being Ethically Sensitive | |
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| Communication Activism Revisited | |
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| Summary | |
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| Questions and Projects for Further Study | |