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| Fundamental Issues in Persuasion Research | |
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| Concepts, Definitions, and Basic Distinctions | |
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| Defining Persuasion | |
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| Defining the Attitude Construct | |
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| The Role of Attitude in Persuasion Research | |
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| Summary | |
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| Notes | |
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| Investigating Persuasive Communication | |
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| Common Sense versus Social Science | |
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| Scientific Methods of Persuasive Communication Inquiry | |
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| Summary | |
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| Notes | |
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| Examining the Attitude-Behavior Relationship | |
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| The LaPiere Study | |
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| Characteristics of Attitudes and Behaviors | |
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| Ajzen and Fishbein's Theory of Reasoned Action | |
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| Factors Moderating the Attitude-Behavior Relationship | |
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| Summary | |
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| Notes | |
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| The Effects of Behavior on Attitudes | |
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| The CAA Research Paradigm | |
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| A Theory of Cognitive Dissonance | |
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| Alternative Theoretical Explanations | |
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| Arousal, CAA, and Attitude Change | |
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| Integration of Cognitive Dissonance and Self-Perception Theories | |
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| Summary | |
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| Notes | |
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| Components of Persuasive Transactions | |
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| Source Characteristics in Persuasive Communication | |
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| Source Credibility | |
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| Related Source Characteristics | |
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| Summary | |
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| Notes | |
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| Persuasive Message Characteristics: Rational Appeals | |
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| A Note about Rational and Emotional Appeals | |
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| Rational Persuasive Appeals | |
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| "Filling in the Blanks" | |
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| Summary | |
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| Notes | |
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| Persuasive Message Characteristics: Emotional Appeals | |
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| Fear Appeals | |
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| Guilt and Persuasion | |
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| The Choice between Rational and Emotional Appeals | |
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| Summary | |
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| Notes | |
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| Receiver Characteristics | |
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| Sex/Gender Differences in Persuasibility | |
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| Message Discrepancy and Persuasion | |
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| Receiver Involvement and Persuasion | |
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| Function Matching | |
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| Summary | |
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| Notes | |
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| Characteristics of Persuasive Settings | |
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| Mode of Message Presentation | |
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| Persuasive Effects of Distracting Stimuli | |
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| Persuasive Influences of Collectives | |
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| Summary | |
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| Persuasion Models | |
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| Cognitive Models of Persuasion | |
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| The Persuasive Effects of "Mere Thought" | |
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| The Elaboration Likelihood Model of Persuasion | |
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| The Heuristic Model of Persuasion | |
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| The Unimodel | |
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| Summary | |
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| Notes | |
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| Models of Interpersonal Compliance | |
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| Compliance-Gaining Message Selection | |
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| Sequential Request Strategies | |
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| Summary | |
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| Notes | |
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| Producing and Resisting Influence Messages | |
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| Goals, Plans, and Action in Interpersonal Influence | |
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| Resisting Influence Attempts | |
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| Summary | |
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| Notes | |
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| Persuasive Communication Campaigns | |
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| Persuasive Communication Campaigns | |
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| Inoculation Theory | |
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| Social Cognitive Theory | |
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| Reconsidering Health Promotion Campaigns | |
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| Summary | |
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| Notes | |
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| References | |
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| Index | |
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| About the Authors | |