Providing an accessible integration of theory and research methods, this text prepares students to critically analyze persuasive appeals and to design effective

This classic, cogent analysis of the major theories of persuasive communication includes many examples from advertising, the legal profession and social science

This updated and expanded edition of Persuasive Communication offers a comprehensive introduction to persuasion and real-world decision making. Drawing on empir

A text with a unique compilation with a three-part focus: persuasion, writing, and speaking. Professors can adapt the order of chapters to meet the needs of the

Practical and innovative, this book will assist students in developing their skills in effective, influential business communication. It is replete with researc