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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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| Four Benefits of Studying Persuasion | |
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| Two Criticisms of Persuasion | |
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| Ethical Concerns Regarding 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 Isn't Persuasion? Dual Process Models of Persuasion | |
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| Attitudes and Consistency | |
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| What is an Attitude in 15 Words or Less? | |
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| So How Do You Measure the Durn' Things? | |
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| The Theory of Reasoned Action | |
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| The Persistence of Attitudes | |
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| Attitudes as Associative Networks: Your Mind is a Web | |
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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 What is Credibility? | |
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| 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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| Its Whats Up Front That Counts The Sleeper Effect | |
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| Credibility and Image Management | |
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| Interpersonal Credibility: Impression Management, Facework, and Accounts | |
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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: To Risk or Not to Risk | |
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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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| The Direct Effects Model of Immediacy | |
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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? | |
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| Repetition, Mere Exposure, and Social Influence: 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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| Inoculation, Message-Sidedness, and Forewarning: Preventing and Refuting the Persuasive Attempts of Others | |
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| Sequential Persuasion | |
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| Pregiving: The Old I'll Scratch Your Back If You'll Scratch Mine Approach | |
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| Foot In the Door: The Give Me an Inch and I'll Take a Mile Tactic | |
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| The Foot in the Mouth Effect: How Are You Today? | |
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| The Door in the Face Tactic: Ask For the Stars | |
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| The Thats-Not-All Tactic: Seeking Compliance by Sweetening the Deal The Lowball Tactic: Changing the Deal | |
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| The Bait and Switch Tactic: Sorry, We Dont Have Any More of Those in Your Size, But The Disrupt-Then-Reframe Technique: Im So Confused | |
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| Compliance-Gaining | |
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| Actions Speak the Loudest: A Definition of 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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| Deception | |
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| What is Deception? | |
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| Lies and Damn L | |