Persuasive Messages: The Process of Influence

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Designed to help students become more successful persuaders, Persuasive Messages offers practical advice on refining purpose, understanding audience, and designing a persuasive message. This textbook combines theory and practice, adopting a cognitive approach to understanding the persuasion process. A guide to successful persuasion, using student-friendly examples to provide a much-needed balance between theory and applicationOffers a new approach using the Cognitive Response Model, which places a special emphasis on audiences, and how they react to, or process, persuasive messagesCovers a broad range of issues including: the relationship between attitudes and behaviour; the nature of ethics in persuasion; dealing with hostile and multiple audiences; and theories of persuasion, including consistency, social judgment, and reasoned actionTeaches readers to be critical consumers of persuasive messages by discussing persuasion in advertising and in politicsLecturer resources available at

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William L. Benoit is Professor of Communication at the University of Missouri-Columbia and editor of the journal Communication Studies. He and his co-author Pamela J. Benoit were jointly awarded the Daniel Rohrer Award for research in argumentation by the American Forensic Association.Pamela J. Benoit is Vice Provost for Advanced Studies, Dean of the Graduate School, and Professor of Communication at the University of Missouri-Columbia. She has been awarded the William T. Kemper Fellowship for Excellence in Teaching as well as several other recognitions for contributions to research, teaching, and service.