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TitleDimensions of communication
Author Lee Richardson
Imprint Englewood Cliffs, N. J. : Prentice-Hall, 1969
Edition 1st ed
Descript 488 p. ; 23 cm


Fundamentals of communication: How communication works -- Advertising research and an emerging science of mass persuasion -- Communications, persuasion and the individual: Relating the selling effort to patterns of purchase behavior -- Seven priciples in image formation -- The psychology of communication -- Reconciling conflicting results derived from experimental and survey studies of attitude change -- Message exaggeration by the receiver -- Behavioral support for opinion change -- The learning of tastes -- A behavioristic approach to communication -- Mass communications: What we know about the effects of mass communication -- Some principles of mass persuasion -- Information theory and mass communication -- Influence, adoption, and innovation: The communications process and innovation -- Mass media sources of information and influence -- The process of mass acceptance -- Communication research and the image of society -- Communicating with the innovator in the fashion adoption process -- Sources of influence in the a ceptancd of new products for self-medication -- A sociometric analysis of group influences on consumer brand preferences -- The two-step flow of communication -- A revision of the two-step flow of communications hypothesis -- Communication in advertising: What advertising does -- Clues for advertising strategists -- How word-of-mouth advertising works -- The informative role of advertising -- Is advertising believability really important -- From mass media to class media -- The impact of television advertising -- Mass media and community identity in an interurban setting -- Communication in personal selling: Research in personal selling -- Communications and industrial selling -- The salesman's role in household decision-making -- Social impact of communications: The day the ads stopped -- A sad heart at the supermarket -- New directions for communications: The marketing strategy of planned visual communications -- The silent language in overseas business -- Toward a theory of nonverbal communication -- Mass communications and the consumer movement -- Is communications research really worthwhile -- Experimental method in communication research


Communication Arts Library001.51 R523D 1969CHECK SHELVES

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