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Persuasion, Social Influence, and Compliance Gaining (4th Edition) Paperback – March 5, 2010

ISBN-13: 978-0205698189 ISBN-10: 0205698182 Edition: 4th

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Product Details

  • Paperback: 384 pages
  • Publisher: Pearson; 4 edition (March 5, 2010)
  • Language: English
  • ISBN-10: 0205698182
  • ISBN-13: 978-0205698189
  • Product Dimensions: 7.4 x 0.8 x 9.1 inches
  • Shipping Weight: 1.4 pounds
  • Average Customer Review: 4.8 out of 5 stars  See all reviews (16 customer reviews)
  • Amazon Best Sellers Rank: #20,162 in Books (See Top 100 in Books)

Editorial Reviews

From the Back Cover

Why Buy the 4th Edition of This Book?

 

Why buy the new edition of this text, the cost-conscious student may reasonably ask. Why not settle for an older, used edition? It’s a fair question that deserves an honest answer. We’ve revised and updated this 4th edition because important developments in persuasion research and practice have taken place since the last edition. In point of fact, the material in every chapter has been updated to reflect current research findings and current practices.

 

  • Addition of new and emerging media for persuasion: How people go about persuading each other is constantly evolving and changing. As consumers grow more savvy about one form of persuasion, persuaders are busily trying out other forms of persuasion. In this edition, we include research findings on new and emerging media as outlets for persuasion.
  • Discussion of cynicism with traditional media: Younger consumers are cynical of traditional media. They respond to messages they believe to be genuine and authentic. And that is precisely why marketers are gearing their messages toward unpretentious branding, products that support causes, or goods that have a story to tell. Socially responsible marketing is now in vogue. We discuss many of these recent trends in this edition.
  • Exploration of the increasingly visual nature of persuasion: Visual persuasion is becoming more and more prominent. Would it surprise you to learn that 57 percent of Americans have not read a single book in the past year (Jackson, 2008)? Images have become a potent force on the Web, in movies, and on TV. Viral videos can push a brand past the tipping point. A “YouTube moment” can cost a politician an election. In this edition we emphasize the importance of visual persuasion.
  • Inclusion of additional theories: This edition includes a discussion on the theory of planned behavior, which is an extension of the theory of reasoned action. There is also a discussion of the unimodel of persuasion, an alternative to dual process models; as well as a discussion of neurolinguistic programming or NLP as its proponents refer to it. We’ve also added new material on the goals-plans-action model (GPA) of compliance gaining, cultivation theory, and the phenomenon known as psychological reactance.
  • Discussion of additional strategies: From the standpoint of persuasive practices, this edition includes a discussion of segmentation analysis and micromarketing, an examination of message framing, negative social proof, and additional sequential strategies such as legitimizing paltry contributions, the fear-then-relief, and the happiness-then-disappointment tactics. This edition also provides an expanded treatment of viral marketing, tipping points, and buzz marketing.
  • Discussion of additional topics: This edition features the addition of several traditional topics, including a discussion of the types of evidence. There is also an examination of the ways in which social ostracism influences behavior.     

Persuasion is as vital as it has ever been. Much of persuasion functions as it did in Ancient Greece, more than 2,000 years ago when Aristotle wrote, The Rhetoric, one of the earliest treatises on persuasion. Yet much is new about persuasion, such as the role of product placement, the Internet, the blogosphere, texting, Twitter, YouTube, and social networking sites. In this 4th edition we keep the reader informed of both classic and modern approaches to persuasion. We do so by discussing the very latest research and by providing current, practical examples of persuasion in the real world.      


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Customer Reviews

4.8 out of 5 stars
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4 star
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See all 16 customer reviews
This book is written in a very clear style.
Jack
I give it 4 stars because as text books go, it's an easy read.
M. Gray
Good Text, It really came in handy at the right time.
ali abukhdair

Most Helpful Customer Reviews

2 of 2 people found the following review helpful By W. Starosta on August 21, 2011
Format: Paperback
I base my comments on Edition 3, not 4. The book was funny, substantive, humble, and comprehensive. The organization was effective, and I learned how much knowledge about persuasion has changed since twenty years ago, the last time I taught a course on that subject. If I had to start over to learn about persuasion, this was an excellent way to do it!
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6 of 8 people found the following review helpful By fanofuna on January 1, 2007
Format: Paperback
As an undergrad, this was a great book to read. It's written in a conversational style, yet it is still detailed and comprehensive in research, meta-analyses, and examples. The authors also have a sense of humor...which is nice and used sparingly, yet makes it even more enjoyable to read.

It also has an chapter on ethics which some textbooks seem to disregard. There are also real-life situation info-boxes where people can learn and apply what they learn to purchasing new cars, making more tips, and how to ward off telemarketers.
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By ALC on February 24, 2014
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Great quality of the text, a slight amount of highlighting but nothing drastic. Delivery was a bit slow, but everything else was perfect!
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By ali abukhdair on September 22, 2013
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Good Text, It really came in handy at the right time. Thank you for offering books at these prices. Wow
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By Jack on July 3, 2013
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This book is written in a very clear style. It was easy to understand with great depth and breadth. It would have been nice if it were easier to find specific theories and concepts through more subheadings or bold type, but still not bad.
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This book does a stand up job at bringing to the table some of the most useful information regarding persuasion. It embodies ethics of when and how to use persuasion and helps the reader find ways and feel ready to go out into the world and improve their personal lives through better communication and ability to persuade. Down to earth and wallet friendly.
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By Alan on August 25, 2014
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Easy reading with nice cases to illustrate the authors' theories.
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By Rebecca on August 20, 2014
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product as described and fast shipping
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