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Persuasive Messages | Zookal Textbooks | Zookal Textbooks
  • Author(s) William Benoit / Pamela Benoit
  • SubtitleThe Process of Influence
  • Edition1
  • Published18th December 2007
  • PublisherJohn Wiley & Sons (UK)
  • ISBN9781405158213

The Process of Influence

Designed to help students become more successful persuaders, Persuasive Messages offers practical advice on refining purpose, understanding audience, and designing a persuasive message. This textbook combines theory and practice, adopting a cognitive approach to understanding the persuasion process.


  • A guide to successful persuasion, using student-friendly examples to provide a much-needed balance between theory and application

  • Offers a new approach using the Cognitive Response Model, which places a special emphasis on audiences, and how they react to, or process, persuasive messages

  • Covers a broad range of issues including: the relationship between attitudes and behaviour; the nature of ethics in persuasion; dealing with hostile and multiple audiences; and theories of persuasion, including consistency, social judgment, and reasoned action

  • Teaches readers to be critical consumers of persuasive messages by discussing persuasion in advertising and in politics

  • Lecturer resources available at www.blackwellpublishing.com/benoit

Persuasive Messages

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  • Author(s) William Benoit / Pamela Benoit
  • SubtitleThe Process of Influence
  • Edition1
  • Published18th December 2007
  • PublisherJohn Wiley & Sons (UK)
  • ISBN9781405158213

The Process of Influence

Designed to help students become more successful persuaders, Persuasive Messages offers practical advice on refining purpose, understanding audience, and designing a persuasive message. This textbook combines theory and practice, adopting a cognitive approach to understanding the persuasion process.


  • A guide to successful persuasion, using student-friendly examples to provide a much-needed balance between theory and application

  • Offers a new approach using the Cognitive Response Model, which places a special emphasis on audiences, and how they react to, or process, persuasive messages

  • Covers a broad range of issues including: the relationship between attitudes and behaviour; the nature of ethics in persuasion; dealing with hostile and multiple audiences; and theories of persuasion, including consistency, social judgment, and reasoned action

  • Teaches readers to be critical consumers of persuasive messages by discussing persuasion in advertising and in politics

  • Lecturer resources available at www.blackwellpublishing.com/benoit

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