Dynamics of Persuasion

Richard M. Perloff is Distinguished Professor of Communication, Psychology, and Political Science at Cleveland State University. His Dynamics of Persuasion, first published in 1993, has emerged as a major scholarly textbook in the field. Perloff is nationally known for his scholarship, including sole-authored or co-authored Milestone review articles in Mass Communication and Society on three core mass communication concepts: agenda-setting, the third-person effect, and cultivation. Perloff has published numerous essays drawing on scholarship in major American newspapers. A dedicated teacher, he has received teaching awards at Cleveland State University.

• Part 1: Foundations 1. Introduction to Persuasion 2. Foundations of Persuasion 3. Historical, Scientific, and Ethical Foundations Part 2: The Nature of Attitudes 4. Attitudes: Definition and Structure 5. Attitudes, Behavior, and the Keys to Persuasion 6. Attitude Functions 7. The Power of Our Passions: Theory and Research on Strong Attitudes 8. Automatic Attitudes, Priming, and Prejudice 9. Attitude Measurement Part 3: Changing Attitudes and Behavior 10. Processing Persuasive Communications 11. "Who Says It": Charisma, Authority, and the Controversial Milgram Study 12. "Who Says It": Credibility and Social Attractiveness 13. Fundamentals of the Message 14. Emotional Message Appeals: Fear and Guilt 15. Cognitive Dissonance Theory Part 4: Persuasive Communication Contexts 16. Interpersonal Persuasion 17. Advertising, Marketing, and Persuasion 18. Health Communication Campaigns

“Richard Perloff’s Dynamics of Persuasion remains the definitive guide to understanding how influence works. Drawing on decades of scholarship from one of the field’s pre-eminent experts, the 9th edition seamlessly blends foundational insights with contemporary examples—from social media influencers and misinformation to the growing role of artificial intelligence. Clear, engaging, and remarkably nuanced, this book does more than explain the psychology of influence; it equips readers with tangible tools to see it everywhere. For students and scholars alike, there is no better introduction to the science and practice of persuasion.”Nathan Walter, Northwestern University, USA"The 9th edition of The Dynamics of Persuasion is more than simply an update; it is an essential guide to understanding how attitudes and beliefs are formed, manipulated, and changed. A must-read for any individual serious about grasping persuasion in the twenty-first century."William Hoffman, Florida State University, USA“Rarely has a textbook been more engaging, more comprehensible, more insightful and more closely tied to everyday life than The Dynamics of Persuasion by Richard Perloff. If you want to teach your students in an enjoyable and entertaining way, this is a must-have.”Anna Wagner, Radboud University, the Netherlands"This textbook strikes an excellent balance between theoretical depth and real-world application. It equips students with essential persuasion knowledge to understand today’s pressing issues and to engage with them. "Yan Huang, University of Houston, USA“Perloff does an excellent job of staying on relevant pulses in society and updating past and current attitude theories with current events – making it an absorbing read for students and professors”Will Huggon, University of Toronto Mississauga, Canada