Persuasion: Psychological Insights and Perspectives

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Sharon Shavitt, Timothy C. Brock
Allyn and Bacon, 1994 - Psychology - 337 pages
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This text is designed to make the psychology of persuasion accessible to the non-specialist or non-scientist. It includes an introduction to the subject followed by an examination of issues of definition and measurement, and basic theory and research.

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How We Measure the Unmeasurable
Detecting Affective
When and How Attitudes Guide Behavior

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