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.

After successful completion of this course students are expected to be able to:

• 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

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

https://wur.osiris-student.nl/onderwijscatalogus/extern/cursus?cursusid=819744&taal=nl