Persuasion and Influence in American Life

The authors present the nature and process of social influence in a number of relevant, interesting, and current contexts. Numerous, rich examples drawn from advertising, public relations, politics, religion, education, and the mass media help students recognize the subtle and overt persuasive influences in their own lives. Pertinent discussions of both effective persuasion skills and critical analytic skills equip students with the tools to handle, in a credible, ethical manner, the enormous diversity of persuasive activities going on around them. The interplay of audiences and messages is highlighted in every chapter. This engaging blend of classical persuasion, social psychology, theory, and practice provides readers with a solid foundation to think critically about the persuasion of others and to become effective persuaders themselves.