Summary
Contents
Subject index
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.
The Negativity Effect in Political Advertising: A Meta-analysis
The Negativity Effect in Political Advertising: A Meta-analysis
Imagine that a Person receives a message containing equivalent quantities of positive and negative information. One might suppose that the two sets of information would cancel each other out and that the resulting attitude ...
- Loading...