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!
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.
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.
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.
It's about par with every other persuasion text. Nothing spectacular about it. Don't buy unless you have. I give it 4 stars because as text books go, it's an easy read. If you're looking for your own interest in persuasion, read influence.