Daniel J. O'Keefe is the Owen L. Coon Professor in the Department of Communication Studies at Northwestern University. He received his Ph.D. from the University of Illinois at Urbana-Champaign and has been a faculty member at the University of Michigan, Pennsylvania State University, and the University of Illinois. He has received the National Communication Association's Charles Woolbert Research Award, its Golden Anniversary Monograph Award, its Rhetorical and Communication Theory Division Distinguished Scholar Award, and its Health Communication Division Article of the Year Award, the International Communication Association's Best Article Award and its Division 1 John E. Hunter Meta-Analysis Award, the International Society for the Study of Argumentation's Distinguished Research Award, the American Forensic Association's Daniel Rohrer Memorial Research Award, and teaching awards from Northwestern University, the University of Illinois, and the Central States Communication Association.

Preface
Chapter 1: Persuasion, Attitudes, and Actions
The Concept of Persuasion
The Concept of Attitude
Attitude Measurement Techniques
Attitudes and Behaviors
Assessing Persuasive Effects
Conclusion
Notes
Chapter 2: Social Judgment Theory
Judgments of Alternative Positions on an Issue
Reactions to Communications
Critical Assessment
Conclusion
Notes
Chapter 3: Functional Approaches to Attitude
A Classic Functional Analysis
Subsequent Developments
Commentary
Conclusion
Notes
Chapter 4: Belief-Based Models of Attitude
Summative Model of Attitude
Research Evidence and Commentary
Conclusion
Notes
Chapter 5: Cognitive Dissonance Theory
General Theoretical Sketch
Some Research Applications
Revisions of, And Alternatives to, Dissonance Theory
Conclusion
Notes
Chapter 6: Reasoned Action Theory
The Reasoned Action Theory Model
Influencing Intentions
Intentions and Behaviors
Adapting Persuasive Messages to Recipients Based on Reasoned Action Theory
Commentary
Conclusion
Notes
Chapter 7: Stage Models
The Transtheoretical Model
The Distinctive Claims of Stage Models
Other Stage Models
Conclusion
Notes
Chapter 8: Elaboration Likelihood Model
Variations in the Degree of Elaboration: Central versus Peripheral Routes to Persuasion
Factors Affecting the Degree of Elaboration
Influences on Persuasive Effects under Conditions of High Elaboration: Central Routes to Persuasion
Influences on Persuasive Effects under Conditions of Low Elaboration: Peripheral Routes to Persuasion
Multiple Roles for Persuasion Variables
Adapting Persuasive Messages to Recipients Based on the ELM
Commentary
Conclusion
Notes
Chapter 9: The Study of Persuasive Effects
Experimental Design and Causal Inference
Two General Challenges in Studying Persuasive Effects
Conclusion
Notes
Chapter 10: Communicator Factors
Communicator Credibility
Liking
Other Communicator Factors
Conclusion
Notes
Chapter 11: Message Factors
Message Structure and Format
Message Content
Sequential Request Strategies
Conclusion
Notes
Chapter 12: Receiver Factors
Individual Differences
Transient Receiver States
Influencing Susceptibility to Persuasion
Conclusion
Notes
References
Author Index
Subject Index
About the Author