• Anglický jazyk

O'Keefe, D: Persuasion

Autor: Daniel J. O'Keefe

The Second Edition of this important book continues to provide a thorough and critical treatment of persuasion theory and research. Daniel J O'Keefe combines a discussion of research on the production of persuasive messages with more traditional research... Viac o knihe

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O knihe

The Second Edition of this important book continues to provide a thorough and critical treatment of persuasion theory and research. Daniel J O'Keefe combines a discussion of research on the production of persuasive messages with more traditional research on the study of message effects. The book:

- provides a summary of relevant research literature in persuasion

- includes suggestions for how to avoid premature generalizations from limited research evidence

- presents detailed discussions on important theoretical and methodological questions.

The new edition contains more coverage of the theory of reasoned action, a new chapter on functional approaches to attitude, a new chapter on behavioural change, and new material on persuasive campaigns. The research citations and examples are also updated.

  • Vydavateľstvo: Sage Publications
  • Rok vydania: 2002
  • Formát: Hardback
  • Rozmer: 235 x 157 mm
  • Jazyk: Anglický jazyk
  • ISBN: 9780761922001

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