480.606 Persuasion

Underlying virtually all communication is the idea of persuasion. This course tackles how one creates a persuasive message, whether it is a press release, speech, advertisement, or letter. The primary goal of this course is to examine major theoretical perspectives and empirical evidence about what makes messages persuasive. Topics covered include source characteristics such as expertise, trustworthiness, and likeability; the use of emotions such as fear and humor; and the sequencing of messages for maximum impact. The course explores how psychological theories about consistency, conformity, and reciprocity help us understand what is persuasive and why.

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