1. Why Study Persuasion? -- 2. What Constitutes Persuasion? -- 3. Attitudes and Attitude Measures -- 4. Consistency and Commitment -- 5. Credibility -- 6. Communicator Characteristics and Persuasibility -- 7. Conformity and Influence in Groups -- 8. Language and Persuasion -- 9. Nonverbal Influence -- 10. Structuring and Ordering Persuasive Messages -- 11. Compliance Gaining -- 12. Sequential Persuasion -- 13. Deception -- 14. Motivational Appeals -- 15. Esoteric Forms of Persuasion -- 16. The Ethics of Persuasion.