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MKTG 532: Persuasion

The aim of this course is to provide insight into the psychology of persuasion. We will explore research and theory in this domain and discuss and develop potentially powerful techniques for changing people's attitudes and behaviors. We will apply our insights broadly to examine the features that make for an effective persuasive appeal in a wide range of settings (e.g., an ad, a pitch to investors, etc.), and students will practice designing and implementing persuasive appeals.
Units: 2 | Grading: GSB Pass/Fail
Instructors: Tormala, Z. (PI)
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