Persuasive messages : the process of influence

List of Figures. List of Boxes. List of Tables. Preface. Part I: Attitudes and Persuasion: . 1. The Importance of Persuasion. 2. The Cognitive Approach to Persuasion. 3. The Source of Persuasive Messages: Credibility. 4. Ethical Concerns. Part II: Preparing Persuasive Communication: . 5. Purpose and Audience. 6. Organization: Structuring the Message. 7. Substance: Support for Your Ideas. 8. Symbols and Style. 9. Hostile, Apathetic, Motivated, and Multiple Audiences. Part III: Theories of Persuasion: . 10. Consistency Theories of Attitude Change. 11. Social Judgment/Involvement Theory. 12. Theory of Reasoned Action. Part IV: Critical Consumers of Persuasive Messages: . 13. Persuasion in Advertising. 14. Persuasion in Political Campaigns. References. Index