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Persuasive Messages
The Process of Influence

“Persuasive Messages displays a mature judgment about how to teach and learn persuasion. The product of two very experienced scholar/instructors, the book commits to a base theory – the Elaboration Likelihood Model – and shows how it informs both practice and reflection on other leading theories. This book is very well adapted to an introductory course with a practical component.”
–Dale Hample, Western Illinois University

William Benoit (Author), Pamela Benoit (Author)

9781405158206, Wiley

Hardback, published 18 December 2007

288 pages
25.4 x 18 x 2.7 cm, 0.653 kg

"The theoretical part of the book presents the key concepts to understanding the processes of social influence and persuasion." (PsycCritiques, June 2009)

“The blending of classical rhetoric and contemporary persuasion theory and meta-analysis results as applied to everyday practice represents an exciting and remarkable achievement. Understandable and comprehensive, the Benoits begin the next generation of textbooks.”
Mike Allen, UW-Milwaukee“This clearly written book [does] a particularly good job of combining theory and application. References [are] comprehensive, … and the material well presented and accessible. Recommended.” (Choice)


Designed to help students become more successful persuaders, Persuasive Messages offers practical advice on refining purpose, understanding audience, and designing a persuasive message. This textbook combines theory and practice, adopting a cognitive approach to understanding the persuasion process.

  • A guide to successful persuasion, using student-friendly examples to provide a much-needed balance between theory and application
  • Offers a new approach using the Cognitive Response Model, which places a special emphasis on audiences, and how they react to, or process, persuasive messages
  • Covers a broad range of issues including: the relationship between attitudes and behaviour; the nature of ethics in persuasion; dealing with hostile and multiple audiences; and theories of persuasion, including consistency, social judgment, and reasoned action
  • Teaches readers to be critical consumers of persuasive messages by discussing persuasion in advertising and in politics
  • Lecturer resources available at www.blackwellpublishing.com/benoit

List of Figures.

List of Boxes.

List of Tables.

Preface.

Part I: Attitudes and Persuasion:.

1. The Importance of Persuasion.

2. The Cognitive Approach to Persuasion.

3. The Source of Persuasive Messages: Credibility.

4. Ethical Concerns.

Part II: Preparing Persuasive Communication:.

5. Purpose and Audience.

6. Organization: Structuring the Message.

7. Substance: Support for Your Ideas.

8. Symbols and Style.

9. Hostile, Apathetic, Motivated, and Multiple Audiences.

Part III: Theories of Persuasion:.

10. Consistency Theories of Attitude Change.

11. Social Judgment/Involvement Theory.

12. Theory of Reasoned Action.

Part IV: Critical Consumers of Persuasive Messages:.

13. Persuasion in Advertising.

14. Persuasion in Political Campaigns.

References.

Index

Subject Areas: Sociology & anthropology [JH]
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