目次

1. What Facilitates, and What Makes Persuasion Difficult?  2. Rationality, Symbolism, and Emotion in Persuasion  3. Persuasive Advertising Appeals: Association with Social Norms, Values and Valued Images; Solidarity with Others; Status and Prestige  4. Persuasive Advertising Appeals: Associations tied to the mental modes of Seeking Excitement and Experiencing Relaxation (Reversal Theory), and Associations tied to Positive and Negative Reinforcements (Behaviorism/conditioning)  5. Persuasive Advertising Appeals: Cognitive Approaches: Hierarchy of Effects Models; the Elaboration Likelihood Model; the Persuasive Communication Approach; Consistency Theory  6. Persuasive Advertising Appeals: Psychoanalytic Psychology; Zaltman Metaphor Elicitation Technique (ZMET); Psychology of the Adaptive Unconscious