Research Catalog

Persuasion; speech and behavioral change.

Title
Persuasion; speech and behavioral change.
Author
Cronkhite, Gary.
Publication
Indianapolis, Bobbs-Merrill [1969]

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Details

Description
x, 233 pages; 21 cm.
Series Statement
The Bobbs-Merrill series in speech communication, 4
Uniform Title
Bobbs-Merrill series in speech communication ; 4.
Subject
  • Persuasion (Rhetoric)
  • Persuasion (Psychology)
  • Persuasive Communication
Bibliography (note)
  • Includes bibliographies.
Contents
A definition of persuasion. Means of persuasion ; Effects of persuasion ; Locus of persuasion -- Rhetorical theories of persuasion. Classical theories of persuasion ; Persuasion after the eclipse : the classical revival ; New alternatives to the classical theories ; Twentieth century theories -- Psychological theories of persuasion. Heider's balance theory ; The congruity hypothesis of Osgood and Tannenbaum ; Festinger's theory of cognitive dissonance Brown's principle of differentiation ; Structural theories : McGuire, Rosenberg, Fishbein ; A personality-oriented theory ; Etcetera : the judgment theory of Hovland and Sherif ; Kelman : processes of social influence -- Paradigm of persuasion. The basic paradigm -- Types of motivational concepts ; Establishing the relationships ; Assessing message impact -- Testing the significance of persuasive effects. Independent and dependent variables ; Operational definition : reliability and validity ; Tests of significance : the rationale ; Types of statistics -- Measuring persuasive effects. The Thurstone approach ; The Likert method ; Guttman's scalogram analysis ; Osgood's semantic differential ; Fishbein and Raven's AB scales ; Social distance scales : Bogardus and Triandus -- Audience characteristics. Stable audience characteristics ; Prior attitudes and beliefs ; Means of resistance -- The persuader's choices. Effects of sources ; Motivational concepts ; Demonstrating the relationship ; Message organization ; Interaction of messages ; Effects of language ; Effects of delivery.
ISBN
  • 0672610752
  • 9780672610752
LCCN
73075140
OCLC
  • ocm00016089
  • 16089
  • SCSB-150829
Owning Institutions
Princeton University Library