410.650.13 INTRODUCTION TO PERSUASIVE COMMUNICATIONS: THEORIES AND PRACTICE

Readings, lectures, discussions, and exercises prepare students to apply selected social-psychological and health communication theories and research to the development of effective health messages. Emphasizes critical thinking skills in analyzing core elements of persuasive communication and the applicability of social science theory to health campaigns. Also emphasizes theory. It is designed with the old adage that there is nothing more practical than a good theory. Although the application of theory in designing effective messages is an important element of the course, the primary focus is on understanding various theoretical approaches to effective message design, cognitive processing, and attitude change.

After successfully completing this course, students should be able to (l) identify primary persuasive communication strategies used for promoting attitude change, (2) identify and select appropriate theories of health behavior change for use in interventions, and (3) design theoretically based persuasive messages for promoting health behavior change.