This pioneering book provides a concise overview of the most prominent persuasion theories and their applications.
In addition to presenting established theories and models, this book encourages the development of general conclusions about persuasion and their application in real-world situations. Along the way, the interested party is introduced to practices of social influence in a range of contexts, such as advertising, marketing, politics, interpersonal relationships, social media, and groups, and across a variety of topics, such as credibility, personality, deception, motivational appeals, and visual persuasion.
This book includes an expanded treatment of digital and social media, recent studies on theory and practice, a greater number of international case studies, and new and expanded discussions of topics such as online influencers, disinformation and "fake news," deepfakes, message framing and normative influence, branded language, and immunization theory.