Persuasion

Course Description

This course addresses two questions of vital importance to communication professionals: what aspects of a message make it persuasive (or not), and what attributes of individual people and audiences make them susceptible or resistant to influence. The course examines all varieties of messaging, from individuals communicating one-on-one, to messages communicated via mass media. We study topics such as how the expertise, trustworthiness, and likeability of a spokesperson can enhance or weaken a message’s persuasiveness, and how people’s social groups can affect their willingness to believe. The course draws on both theory and empirical evidence to provide students with a well-rounded understanding of influence and persuasive strategies in today’s world. Prerequisite: Research and Writing Methods Prerequisite(s): You must complete AS.480.600 in order to register for this course. You can enroll for this course when registration opens for the next semester.

Code

AS.480.606

Credits

3

Subject

Communication

Programs That Include This Course

• Graduate Certificate Communication, MA/Nonprofit Management, Certificate
• Master's Communication, MA/MBA
• Master's Communication, Master of Arts
• Master's MBA/Communication, MA Dual Degree