The eighth edition of this field-leading textbook provides an accessible and rigorous presentation of the major theories and processes of persuasion and their applications to a variety of real-world contexts.

In addition to presenting established theories and models, this text encourages students to develop and apply general conclusions about persuasion in real-world settings. Along the way, students are introduced to the practice of social influence in an array of contexts (e.g., advertising, marketing, politics, interpersonal relationships, social media, groups) and across a variety of topics (e.g., credibility, personality, deception, motivational appeals, visual persuasion). The new edition features cutting-edge material on artificial intelligence, deepfakes, influencers, misinformation, disinformation, malinformation, and political polarization. It also features a wealth of practical, real-life examples of the concepts presented, including intercultural applications.

Presenting empirical research in a reader-friendly and accessible style, this is the ideal textbook for courses on persuasion in communication, psychology, advertising, and marketing programs.

Instructor and Student Resources, including an Instructor’s Manual, test bank, PowerPoint slides and interactive self-assessment quizzes are available online at www.routledgelearning.com/persuasion.