The Persuasion Handbook provides readers with cogent, comprehensive summaries of research in a wide range of areas related to persuasion. From a topical standpoint, this handbook takes an interdisciplinary approach, covering issues of interest to interpersonal and mass communication researchers as well as psychologists and public health practitioners. Persuasion is presented in this volume on a micro to macro continuum, moving from chapters on cognitive processes, the individual, and theories of persuasion to chapters highlighting broader social factors and phenomena related to persuasion, such as social context and larger scale persuasive campaigns. Each chapter identifies key challenges to the area and lays out research strategies for addressing those challenges.

Attitude Accessibility and Persuasion: The Quick and the Strong

Attitude Accessibility and Persuasion: The Quick and the Strong

Attitude accessibility and persuasion: The quick and the strong

The study of attitudes has one of the longest and richest traditions in the social sciences. Attitudes have been a focus of study within psychology beginning during the 1920s (Eagly & Chaiken, 1993). Since that time, ...

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