Persuasion 2/e

Daniel J. O'Keefe is the Owen L. Coon Professor in the Department of Communication Studies at Northwestern University. He received his Ph.D. from the University of Illinois at Urbana-Champaign and has been a faculty member at the University of Michigan, Pennsylvania State University, and the University of Illinois. He has received the National Communication Association's Charles Woolbert Research Award, its Golden Anniversary Monograph Award, its Rhetorical and Communication Theory Division Distinguished Scholar Award, and its Health Communication Division Article of the Year Award, the International Communication Association's Best Article Award and its Division 1 John E. Hunter Meta-Analysis Award, the International Society for the Study of Argumentation's Distinguished Research Award, the American Forensic Association's Daniel Rohrer Memorial Research Award, and teaching awards from Northwestern University, the University of Illinois, and the Central States Communication Association.

Preface 1. Persuasion, Attitudes, and Actions 2. Functional Approaches to Attitude 3. Belief-Based Models of Attitude 4. Cognitive Dissonance Theory 5. Theories of Behavioral Intention 6. Elaboration Likelihood Model 7. The Study of Persuasive Effects 8. Source Factors 9. Message Factors 10. Receiver and Context Factors References Author Index Subject Index About the Author