Course Description

This course examines the psychological processes that underlie persuasion. Central and peripheral routes to persuasion are discussed in the context of mass communication and in relation to direct social encounters. The first part of the course provides a background review of attitudes, their measurement, and their relation to behavior. In the second part of the course reviews theory and research on persuasive communication. The Hovland school and other classical approaches are contrasted with such recent developments as the elaboration likelihood model of persuasion. This is followed, in the third part, by a discussion of several principles of interpersonal influence, including the principles of reciprocity, social proof, and scarcity. The last part of the course briefly considers the application of these psychological principles in such areas as consumer and voting behavior. In general, class meetings are of a lecture and discussion format.