Persuasion Social Influence

AY2019/2020 Semester 1

This course emphasises the social and psychological approaches to attitudinal and behavioural change. It identifies the characteristics and behaviours of effective persuaders, analyse their target audience, design and package their messages, and select the right delivery channels to optimise persuasive efforts in various contexts, such as health, politics, and business. Students will learn about persuasion in interpersonal, small group, as well as in mass-mediated settings. Students will learn about resistance to persuasion, and the strengthening of desired attitudes and behaviours.