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I. FUNDAMENTAL ISSUES 1. Persuasion in the Rhetorical Tradition - J. Michael Hogan 2. The Effects of Message Features: Content, Structure and Style - Lijiang Shen and Elizabeth Bigsby 3. Media Influence as Persuasion - Lance Holbert and John M. Tchernev 4. Outcomes of Persuasion: Behavioral, Cognitive, and Social - Nancy Rhodes and David R. Ewoldsen 5. On Being Persuaded: Some Basic Distinctions - Gerald R. Miller II. THEORIES, PERSPECTIVES, AND TRADITIONS 6. Discrepancy Models of Belief Change - Edward L. Fink and Deborah A. Cai 7. Functional Attitude Theory - Christopher Carpenter, Franklin J. Boster, and Kyle R. Andrews 8. Reasoned Action Theory: Persuasion as Belief-Based Behavior Change - Marco Yzer 9. The Elaboration Likelihood Model - Daniel J. O'Keefe 10. Affect and Persuasion - James Price Dillard and Kiwan Seo 11. Reactance Theory and Persuasion - Brian L. Quick, Lijiang Shen, and James Price Dillard 12. Fear Appeals - Paul A. Mongeau 13. Narrative Persuasion - Rick Busselle and Helena Bilandzic 14. Inoculation Theory - Joshua Compton 15. Supportive and Persuasive Communication: Theoretical Intersections - Graham D. Bodie III. CONTEXTS, SETTINGS, AND APPLICATIONS 16. Political Persuasion - Richard M. Perloff 17. Persuasive Strategies in Health Campaigns - Charles K. Atkin and Charles T. Salmon 18. The Siren's Call: Mass Media and Drug Prevention - William D. Crano, Jason T. Siegel, and Eusebio M. Alvaro 19. Persuasion in the Marketplace: How Theories of Persuasion Apply to Marketing and Advertising - L.J. Shrum, Min Liu, Mark Nespoli, and Tina M. Lowrey 20. Persuasion in the Legal Setting - John C. Reinard 21. Persuading in the Small Group Context - Franklin J. Boster 22. When Presumed Influence Turns Real: An Indirect Route of Media Influence - Ye Sun 23. How Does Technology Persuade?: Theoretical Mechanisms for Persuasive Technologies - S. Shyam Sundar, Jeeyun Oh, Hyunjin Kang, and Akshaya Sreenivsan