Robert H Gass ; John S Seiter
Persuasion: Social Influence and Compliance Gaining is currently in its sixth edition, and it continues to showcase an approachable style and a bright aesthetic that appeals to undergraduate students of communication, psychology, advertising, and business. This work not only provides students with well-established theories and models, but it also invites students to form broad conclusions about persuasion and apply those conclusions in contexts that are taken from real life. Along the way, students are given an introduction to the practice of social influence in a variety of contexts (such as advertising, marketing, politics, interpersonal relationships, social media, and groups) as well as across a variety of topics (such as credibility, personality, deception, motivational appeals, and visual persuasion). Ultimately, the goal of this course is to prepare students to become socially influential. The second version includes an extended study of digital and social media, as well as up-to-date research on theory and practice, and updated examinations of issues such as political campaigning, emotional marketing, olfactory impact, and ethics.