The Persuasion Handbook provides readers with cogent, comprehensive summaries of research in a wide range of areas related to persuasion. From a topical standpoint, this handbook takes an interdisciplinary approach, covering issues of interest to interpersonal and mass communication researchers as well as psychologists and public health practitioners. Persuasion is presented in this volume on a micro to macro continuum, moving from chapters on cognitive processes, the individual, and theories of persuasion to chapters highlighting broader social factors and phenomena related to persuasion, such as social context and larger scale persuasive campaigns. Each chapter identifies key challenges to the area and lays out research strategies for addressing those challenges.

Features:

• Balanced coverage of issues of enduring interest as well as those that are currently flourishing in the field
• Chapter-by-chapter syntheses of prior research with a look to the future of persuasion research
• A comprehensive review and evaluation of issues relating to persuasion, with approaches to persuasion that vary in focus from micro to macro