Read the summary and the most important questions on The dynamics of persuasion : communication and attitudes in the 21st century | 9780415805681 | Richard M. Perloff.

• 1 Dynamics of Persuasion

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• 1.3 Foundations of persuasion

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• What are the conditions for persuasion?

  - Persuader's awareness of trying to influence someone else

  - Persuadee's conscious/unconscious decision to change his/her mind about something.

• 1.4 Defining persuasion

• What is persuasion according to Perloff?

  A symbolic process in which communicators try to convince other people to change their attitudes or behaviors regarding an issue through the transmission of a message in an atmosohere of free choice. (5 components of this definition)

• 2 Attitudes: Definition and Structure

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• Social Judgment Theory

   a theory of attitudes that emphasizes the role played by people's own attitudes in their judgments and evaluations of persuasive messages. The theory says that people compare the position advocated in a message with their attitude, assimilating similar viewpoints, contrasting divergent positions, and responding in particularly strong ways when they are ego-involved in the issue.

• 3 Attitudes: Functions and Consequences

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• Compatibility (or correspondence) principle

   a strong relationship between an attitude and behavior is possible only if the attitudinal predictor corresponds with the behavioral criteria. "Corresponds with" means the attitudinal and behavioral entities are measured at the same level of specificity. Generally, a specific attitude toward a behavior predicts a specific act. A general attitude forecasts broad classes of behavior that cut across different situations.

• 7 Message Factors

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• One-sided versus two-sided messages

  a message structure factor that compares the effects of a one-sided message that presents one perspective on the issue with a two-sided communication that offers arguments on behalf of both the persuader's position and the opposition.

• Extended Parallel Process Model:

  integrative theory of fear appeals that articulates processes mediating fear message effects and conditions under which fear appeals are likely to fail or succeed.

• 9 Cognitive Dissonance Theory

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• Spreading apart the alternatives

  a dissonance-reducing strategy in which the individual cognitively increases the distance between two close alternatives such that the chosen alternative gets a higher evaluation, and the rejected choice a lower one, following the decision.

• Negative incentive effect

  paying people less changes their attitudes more; small rewards lead to greater attitude change following induced compliance than do large rewards.

• 10 Interpersonal persuasion

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• Sequential influence techniques

  interpersonal influence strategies in which influence proceeds in stages, each of which provides the foundation for subsequent changes in behavior.

• Disrupt-then-reframe technique

  persuader disrupts the script of a communicative request and then reframes the request, encouraging the receiver to process the issue in a new way.