The book

Persuasion

by Robert H. Gass, John S. Seiter

2026 · 620 pages · 1040689906

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 topic…