Persuasion in Consumer Communication for Sustainability

This course focuses on persuasive communication in the context of consumer communication by addressing how consumers are influenced by communication, in particular in the context of sustainability. We will go into questions such as: How does persuasion work, and are people always aware of this? How can persuasive communication influence consumer attitudes and behaviors? Why and how do people resist persuasion, and how can we help them to cope with persuasion? The course aims to increase your understanding of persuasive communication, by analyzing and revising persuasive strategies in consumer communication for sustainability using theoretical accounts and empirical evidence.

• Classify different types of persuasion strategies in the context of consumer communication for sustainability

• Compare different theoretical accounts of persuasion

• Argue why particular persuasive strategies are effective in specific contexts

• Evaluate existing persuasive strategies in terms of theoretical accounts of persuasion

• Revise existing persuasive strategies in terms of theoretical accounts of persuasion

• Written test with open and closed questions (50%) The mid-term exam is an on-campus exam and consist of 30 multiple-choice questions about the course literature and lectures.
• Assignment other (50%) In groups, students work on a group assignment for an external case owner. Based on the questions of the case owner, their review of the course input (lectures, literature), and a critical review of the evidence on similar campaigns students will come up with suggestions to improve the campaign. The final products of this group assignment are a written report evaluating a persuasive communication campaign, and a ten-minute pitch. The grade of group assignment is based upon the grade for the report (70%) and the pitch (30%).

Students have knowledge that at least cover the content of two of the following courses: CPT12306, CPT25306, MCB20806 or MCB30306.

• Mix of scientific papers and additional texts.