1 R. E. Petty and J. T. Cacioppo, Communication and Persuasion: Central and Peripheral Routes to Attitude Change (New York: Springer-Verlag, 1986).

2 J. K. Clark, A. T. Evans, and D. T. Wegener, “Perceptions of Source Efficacy and Persuasion: Multiple Mechanisms for Source Effects on Attitudes,” European Journal of Social Psychology 41, no. 5 (2011): 596–607; R. L. Holbert, R. K. Garrett, and L. S. Gleason, “A New Era of Minimal Effects? A Response to Bennett and Iyengar,” Journal of Communication 60, no. 1 (2010): 25.

3 Petty and Cacioppo, Communication and Persuasion, 7.

4 I. M. Handley and B. M. Runnion, “Evidence That Unconscious Thinking Influences Persuasion Based on Argument Quality,” Social Cognition 29, no. 6 (2011): 677.

5 Ibid., p. 669.

6 R. L. Holbert, R. K. Garrett, and L. S. Gleason, “A New Era of Minimal Effects? A Response to Bennett and Iyengar,” Journal of Communication 60, no. 1 (2010): 25.

7 M. B. Wanzer, A. B. Frymier, and J. Irwin, “An Explanation of the Relationship between Instructor Humor and Student Learning: Instructional Humor Processing Theory,” Communication Education 59, no. 1 (2010): 5.

8 M. Sherif and C. I. Hovland, Social Judgment, Assimilation, and Contrast Effects in Communication and Attitude Change (New Haven: Yale University Press, 1961), 195–96.

9 Ibid.

10 D. K. O’Keefe, Persuasion: Theory and Research (Newbury Park, CA: Sage, 1990), 36–37.

11 Petty and Cacioppo, Communication and Persuasion, 81.

12 A. H. Maslow, “A Theory of Human Motivation,” Psychological Review 50 (1943): 370–96.

13 V. Packard, The Hidden Persuaders (New York: Pocket Books, 1964).

14 M. Rokeach, Understanding Human Values (New York: Free Press, 1979), 2.

15 J. S. Tuman, “Getting to First Base: Prima Facie Arguments for Propositions of Value,” Journal of the American Forensic Association 24 (Fall 1987): 86.

16 M. Rokeach, Beliefs, Attitudes, and Values: A Theory of Organization and Change (San Francisco: Jossey-Bass, 1968).

17 J. Hornikx and D. J. O’Keefe, “Adapting Consumer Advertising Appeals to Cultural Values,” Communication Yearbook 33 (2009): 38–71.

18 For an analysis of how this argument and other strategies may influence a change in audience values, see N. Rescher, “The Study of Value Change,” Journal of Value Inquiry 1 (1967): 12–23.

19 M. Fishbein and I. Ajzen, Belief, Attitude, Intention, and Behavior: An Introduction to Theory and Research (Reading, MA: Addison-Wesley, 1975).

20 K. Horneffer-Ginter, “Stages of Change and Possible Selves: 2 Tools for Promoting College Health,” Journal of American College Health 56.4 (2008): 351–58.

21 M. Allen, “Comparing the Persuasive Effectiveness: One- and Two-Sided Message,” in Persuasion: Advances through Meta-Analysis, ed. M. Allen and R. W. Preiss (Cresskill, NJ: Hampton Press, 1998), 96.

22 M. Rokeach, Beliefs, Attitudes, and Values, 3.

23 R. Hamill, T. Wilson, and R. Nesbit, “Insensitivity to Sample Bias: Generalizing from Atypical Cases,” Journal of Personality and Social Psychology 39 (1980): 578–89.

24 C. Hoyt, “The Sources’ Stake in the News,” New York Times, January 17, 2010, WK8.

25 W. V. Lechner and others, “Changes in Smoking Prevalence, Attitudes, and Beliefs over 4 Years Following a Campus-Wide Anti-Tobacco Intervention,” Journal of American College Health 60, no. 7 (2012): 505–11.

26 A. Monroe, Principles and Types of Speech (New York: Scott, Foresman, 1935).

27 R. E. McKerrow and others, Principles and Types of Public Speaking, 16th ed. (Boston: Pearson Education, Inc., 2007), 168.