The Second Edition of this important book continues to provide a thorough and critical treatment of persuasion theory and research. Daniel J O'Keefe combines a discussion of research on the production of persuasive messages with more traditional research on the study of message effects. The book:

- provides a summary of relevant research literature in persuasion

- includes suggestions for how to avoid premature generalizations from limited research evidence

- presents detailed discussions on important theoretical and methodological questions.

The new edition contains more coverage of the theory of reasoned action, a new chapter on functional approaches to attitude, a new chapter on behavioural change, and new material on persuasive campaigns. The research citations and examples are also updated.