Communication and Persuasion: Psychological Studies of Opinion Change

ISBN-10: 0300005733
ISBN-13: 9780300005738
Series: Communication and Persuasion
Pages: 315
Language: English
Published: 1953
Publisher: Yale University Press
Author: Carl Iver Hovland

Description

Credibility of the communicator; Fear-arousing appeals; Organization of persuasive arguments; Group membership and resistance to influence; Personality and susceptibility to persuasion; Acquiring conviction through active participation; Retention of opinion change.