Persuasion

Indeks : p. 393 - 404 ; p. 379 - 392 ; This book remains the same as in the previous editions: Persuasion theory by: 1.) Traditional and humanistic approach includes the ethics of ends and means and the process of moral exclusion. 2.) Social Scientific approach - including reinforcement and learning theories, attitude change, cognitive approach, such as the elaboration likelihood model, compliance gaining in the interpersonal context and persuasion and mass media theory and research - as a complement to the traditional, rhetorical approaces. All chapters have been revised with an eye to keeping up with the breathtaking changes in recent years, including the terrorist attacks of September 11, 2001, business scandals, current political and advertising issues, and technological innovations. It offers detailed discussion of the difference between persuasion, influence, and coercion.