The Science of Social Influence: Advances and Future Progress (Frontiers of Social Psychology) Hardcover – 7 Jun 2007
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About the Author
Anthony R. Pratkanis earned his Ph.D. in 1984 from the famed social psychology program at the Ohio State University. His research program has investigated such topics as the delayed effects of persuasion, attitudes and memory, groupthink, affirmative action, subliminal persuasion, mass communications, source credibility, persuasion and democracy, economic fraud, the use of influence in international conflicts, and a variety of influence tactics such as the pique technique, phantoms, the projection tactic, the 1-in-5 prize tactic, and altercasting.
He has appeared in the mass media over 500 times as an expert on social influence processes, has been called as an expert witness in numerous advertising deceptiveness cases, and served as a consultant to AARP, NASD, and other law enforcement and civic groups on countering the undue influence used in fraud crimes and to the United States military on countering the propaganda of terrorists and dictators.
He is the co-author (with Elliot Aronson) of Age of Propaganda: The Everyday Use and Abuse of Persuasion and (with Doug Shadel) of Weapons of Fraud: A Source Book for Fraud Fighters.
Anthony Pratkanis is the founding editor of Social Influence, a new scientific journal from Psychology Press.
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Most Helpful Customer Reviews on Amazon.com (beta)
Anthony Pratkanis, a social psychologist who is frequently cited in the persuasion literature, brings together prominent names in the field who cover a lot of ground, with each chapter devoted to a different topic. This book follows Pratkanis' earlier book about social influence, the popular "Age of Propaganda," which he wrote with Elliot Aronson.
Two things set this text apart. One is that unlike some books about influence that were written by consultants, this book is grounded in the rich behavioral psychology research that provides insight to why people think and behave as they do. The second distinguishing characteristic of this text is that the material is understandable to people outside of academia, such as the business professional who has a serious interest in learning about the principles that lie behind the influence process.
Pratkanis begins the book with a comprehensive chapter about useful tactics you can use in three different ways: when you are creating an atmosphere where persuasion can occur, when you are crafting the message, and when you are trying to tap into your audience's emotions.
The book will help you understand how social norms affect our ability to persuade others, how we can overcome resistance, why consistency is so important to people in our culture, and why leaders misuse their influence.