Persuasive messages: the process of influence

The importance of persuasion

The cognitive approach to persuasion

The source of persuasive messages : credibility

Ethical concerns

Purpose and audience

Organization : structuring the message

Substance : support for your ideas

Symbols and style

Hostile, apathetic, motivated, and multiple or mixed audiences

Consistency theories of attitude change

Social judgment/involvement theory

Theory of reasoned action

Persuasion in advertising

Persuasion in political campaigns.