Persuasion, Social Influence, and Compliance Gaining FROM THE PUBLISHER
In this media-saturated, opinion-saturated world, persuasive messages influence every aspect of daily life. They may come in overt forms such as billboards and flashy ad slogans, in subtle ways, such as deceptive or leading conversations, or through more subliminal means such as fragrances or music. Learning to interpret and manipulate these messages in certain situations can be a key attribute to personal and professional gain. Gass and Seiter's book provides a broad-based perspective, encompassing the full scope of persuasion as it is found in everyday life. The authors examine persuasion in a variety of contexts and settings, including advertising, small groups, and face-to-face encounters. The book places special emphasis on newer avenues for studying persuasion, in particular, deception detection and compliance gaining/compliance resisting. This book takes readers beyond persuasion theory to the workings of persuasive techniques in real-world settings. Psychologists, business managers, sales people, advertisers, marketers, educators, students of psychology, and anyone interested in persuasive techniques.
SYNOPSIS
This text looks at persuasion from a broad-based perspective, encompassing the scope of persuasion found in everyday life. By examining persuasion in contexts such as advertising, small groups, and face-to-face encounters, the text places emphasis on new avenues of studying persuasion, such as deception and deception detection, compliance gaining, and music as persuasion. This second edition contains a new chapter on visual persuasion, expanded discussions of propaganda and cultural influences on persuasion, and a new section on adapting to audiences. Gass is affiliated with California State University. Seiter is affiliated with Utah State University. Annotation c. Book News, Inc., Portland, OR
FROM THE CRITICS
Booknews
Emphasizes the divergence between the traditional and non-traditional spheres of the study of persuasion. The authors argue that both approaches are part of the same whole, and that whether one uses the term persuasion, social influence, or compliance gaining, all involve essentially the same human activity--trying to convince others to think, feel, or do what we want, or to resist others' influence attempts. They offer a number of examples and illustrations as to how strategies, principles, and processes can be observed in everyday contexts. Annotation c. by Book News, Inc., Portland, Or.
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