| Description |
x, 233 pages ; 21 cm. |
| Series |
The Bobbs-Merrill series in speech communication ; 4
|
|
Bobbs-Merrill series in speech communication ; 4.
|
| Bibliography |
Includes bibliographical references. |
| Contents |
A definition of persuasion. Means of persuasion ; Effects of persuasion ; Locus of persuasion -- Rhetorical theories of persuasion. Classical theories of persuasion ; Persuasion after the eclipse : the classical revival ; New alternatives to the classical theories ; Twentieth century theories -- Psychological theories of persuasion. Heider's balance theory ; The congruity hypothesis of Osgood and Tannenbaum ; Festinger's theory of cognitive dissonance Brown's principle of differentiation ; Structural theories : McGuire, Rosenberg, Fishbein ; A personality-oriented theory ; Etcetera : the judgment theory of Hovland and Sherif ; Kelman : processes of social influence -- Paradigm of persuasion. The basic paradigm -- Types of motivational concepts ; Establishing the relationships ; Assessing message impact -- Testing the significance of persuasive effects. Independent and dependent variables ; Operational definition : reliability and validity ; Tests of significance : the rationale ; Types of statistics -- Measuring persuasive effects. The Thurstone approach ; The Likert method ; Guttman's scalogram analysis ; Osgood's semantic differential ; Fishbein and Raven's AB scales ; Social distance scales : Bogardus and Triandus -- Audience characteristics. Stable audience characteristics ; Prior attitudes and beliefs ; Means of resistance -- The persuader's choices. Effects of sources ; Motivational concepts ; Demonstrating the relationship ; Message organization ; Interaction of messages ; Effects of language ; Effects of delivery. |
| Subject |
Persuasion (Rhetoric)
|
|
Persuasion (Rhetoric) |
|
Persuasion (Psychology)
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Persuasion (Psychology) |
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Persuasive Communication. |
| Other Form: |
Online version: Cronkhite, Gary. Persuasion; speech and behavioral change. Indianapolis, Bobbs-Merrill [1969] (OCoLC)572863247 |
| ISBN |
0672610752 |
|
9780672610752 |
|
