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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
