An engaging, jargon-free writing style enhanced by cartoons, photos, and advertisements, the Second Edition also contains a comprehensive glossary and end-of-chapter summaries and a full set of references.

"It bodes well for the teaching and giving away of psychology that so many respected researchers are able and willing to write well and simplify without oversimplifying their findings. ... The contributors represent an unusual breadth of disciplines and academic rank… The scholarship behind the writing and the findings is incontrovertible. This book should have wide appeal not only for advanced undergraduates in psychology but also to a variety of other disciplines, such as marketing, political science, and advertising." -- PsycCRITIQUES:Contemporary Psychology: APA Review of Books (2005, Vo.50, No. 28, Article 8)

Continuing chapter contributors include:

Timothy C. Brock
John T. Cacioppo
Robert B. Cialdini
Joel Cooper
Russell H. Fazio
Jon A. Krosnick
Howard Leventhal
Richard E. Petty
David R. Roskos-Ewoldsen

New chapter contributors include:
David M. Amodio
Patricia G. Devine
Leandre R. Fabrigar
Melanie C. Green
Shanto Iyengar
Elaine A. Leventhal
Charlan Jeanne Nemeth
Frank R. Kardes

Persuasion is a powerful force - it can be used to reconfigure millions of minds and hearts. The key targets of persuasion are our attitudes and opinions. Whether it is an attitude toward a political candidate, a social policy, an organization, a person, or a consumer product, the power of persuasion can remake us into persons who are irrevocably changed. Sometimes imperceptibly, oftentimes dramatically.

Persuasion: Psychological Insights and Perspectives, Second Edition brings together leading persuasion researchers who write engagingly and authoritatively on the basics of persuasion theories. This edited book highlights important and influential views on persuasion and guides users through the important contemporary centers of basic and applied persuasion research. The renowned contributors to this volume apply cutting-edge knowledge from their current research across a variety of domains, including health, advertising, prejudice, political communication, group decision making, and the impact of narratives

This Second Edition has been revised and updated to reflect new research from the past decade. It includes entirely new chapters on prejudice, persuasiveness of narratives, mass media and political persuasion, small groups, and advertising.

Key Features

• Includes up-to-date coverage of key topics that are authored by leading psychology-of-persuasion researchers, making this the most comprehensive and authoritative textbook on persuasion
• Uses an engaging writing style that avoids highly technical language, along with syndicated cartoons, photos, and ads to enhance student comprehension
• Includes a comprehensive glossary at the end of the book for the necessary technical terms
• Provides end-of-chapter summaries and a full set of references to guide users to more in-depth resources on each topic

This is an ideal book for everyone interested in persuasion processes. The concepts and tools are central to application in Psychology, Business, Marketing, Communication, Journalism, Sociology, and Political Science.