Persuasion

Daniel J. O’Keefe is the Owen L. Coon Professor in the Department of Communication Studies at Northwestern University. He received his Ph.D. from the University of Illinois at Urbana-Champaign and has been a faculty member at the University of Michigan, Pennsylvania State University, and the University of Illinois. He has received the National Communication Association’s Charles Woolbert Research Award, its Golden Anniversary Monograph Award, its Rhetorical and Communication Theory Division Distinguished Scholar Award, and its Health Communication Division Article of the Year Award, the International Communication Association’s Best Article Award and its Division 1 John E. Hunter Meta-Analysis Award, the International Society for the Study of Argumentation’s Distinguished Research Award, the American Forensic Association’s Daniel Rohrer Memorial Research Award, and teaching awards from Northwestern University, the University of Illinois, and the Central States Communication Association.

• PrefaceChapter 1: Persuasion, Attitudes, and ActionsThe Concept of PersuasionThe Concept of AttitudeAttitude Measurement TechniquesAttitudes and BehaviorsAssessing Persuasive EffectsConclusionNotesChapter 2: Social Judgment TheoryJudgments of Alternative Positions on an IssueReactions to CommunicationsCritical AssessmentConclusionNotesChapter 3: Functional Approaches to AttitudeA Classic Functional AnalysisSubsequent DevelopmentsCommentaryConclusionNotesChapter 4: Belief-Based Models of AttitudeSummative Model of AttitudeResearch Evidence and CommentaryConclusionNotesChapter 5: Cognitive Dissonance TheoryGeneral Theoretical SketchSome Research ApplicationsRevisions of, And Alternatives to, Dissonance TheoryConclusionNotesChapter 6: Reasoned Action TheoryThe Reasoned Action Theory ModelInfluencing IntentionsIntentions and BehaviorsAdapting Persuasive Messages to Recipients Based on Reasoned Action TheoryCommentaryConclusionNotesChapter 7: Stage ModelsThe Transtheoretical ModelThe Distinctive Claims of Stage ModelsOther Stage ModelsConclusionNotesChapter 8: Elaboration Likelihood ModelVariations in the Degree of Elaboration: Central versus Peripheral Routes to PersuasionFactors Affecting the Degree of ElaborationInfluences on Persuasive Effects under Conditions of High Elaboration: Central Routes to PersuasionInfluences on Persuasive Effects under Conditions of Low Elaboration: Peripheral Routes to PersuasionMultiple Roles for Persuasion VariablesAdapting Persuasive Messages to Recipients Based on the ELMCommentaryConclusionNotesChapter 9: The Study of Persuasive EffectsExperimental Design and Causal InferenceTwo General Challenges in Studying Persuasive EffectsConclusionNotesChapter 10: Communicator FactorsCommunicator CredibilityLikingOther Communicator FactorsConclusionNotesChapter 11: Message FactorsMessage Structure and FormatMessage ContentSequential Request StrategiesConclusionNotesChapter 12: Receiver FactorsIndividual DifferencesTransient Receiver StatesInfluencing Susceptibility to PersuasionConclusionNotesReferencesAuthor IndexSubject IndexAbout the Author