00000nam 2200000 4500 10878/MKRI-P/XI-2008 INLIS000000000003051 10877/MKRI-P/XI-2008 20200508202131 200508||||||||| | ||| |||| ||eng|| 0-534-61902-9 010-0520003051 eng 303.342 303.342/LAR/P Charles U. Larson Persuasion : Reception and Responsibility 10th ed. Belmont Thomson Wadsworth 2004 xii, 404 p. : illus.; 24 cm 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. Persuasion