1. Persuasion and Influence: Introduction
The Necessity and Challenge of Persuasion / Persuasion Defined / Five Introductory Settings / Persuasion in Everyday Life / Three Types of Communication / Summary
Part I: ORIGINS OF PERSUASIVE PRACTICE
2. The Advocate in an Open Society
Subduing Advocacy in a One-Party State / Weighing the Value of Public Opinion / The Technological Push toward Openness / How Open Is American Society? / Summary
3. The Language of Advocacy
The Nature of Language / The Creation of Reality through Verbal Interaction / Self as a Product of How Others See and Label Us / What Advocates Need to Know about Language Use / Summary
Part II: PERSPECTIVES ON THE NATURE OF PERSUASION
4. Persuasion and Reasoning
Understanding Practical Arguments / Common Forms of Defective Reasoning / How Persuasion and Logical Argumentation Differ / Summary
5. Theories and Models of Source Credibility
The Three Meanings of Credibility / Credibility as Authority / Summary
6. The Mind in Persuasion
The Measures of Persuasion Effectiveness / Essential Theories and Models of Persuasion / Summary
7. Persuasion, Audiences, and Social Learning
A Conceptual Baseline: Social Learning / Audiences: The Generative Forces of Persuasion / The Audience Analysis Process / Advocates, Messages, and Audiences / Summary
Part III: PERSUASION SETTINGS
8. Contexts of Persuasion
Dimensions of Interpersonal Persuasion / Public Persuasion Campaigns / Social Marketing Campaigns / Advertising Campaigns / Political Persuasion / Summary
9. Visual Persuasion in the Design of Social Marketing Messages
What We Learn from Design Guidelines / Strategic Considerations for Nondiscursive Persuasion / Summary