COM-21806 Communication & Persuasion


Credits 6.00

Teaching methodContact hours
Problem-based learning19
Course coordinator(s)dr. AM Lokhorst
Lecturer(s)dr. AM Lokhorst
Examiner(s)dr. AM Lokhorst

Language of instruction:


Assumed knowledge on:

It is recommended that students have followed at least one of the introductory courses of Communication Science


This course deals with the basic principles of persuasion and social influence. We will go into questions like 'how can we communicate effectively?', 'can individuals be influenced without being aware of this?' and 'why do people tend to behave differently in groups?'. The course aims to increase students' understanding of human behaviour, consumer behaviour, and group behaviour by applying recent models of persuasion and social behaviour to practical situations.

Learning outcomes:

At the end of the course the students are expected to:
- have insight into the basic principles of persuasive communication from a social-psychological perspective;
- have (gained) knowledge about the do's and don'ts in the field of persuasive communication;
- have (gained) insight into theories and models of persuasion, social influence and group behaviour;
- be able to demonstrate practical experience in analysing and predicting consumer behaviour;
- have (gained) practical knowledge and experience in designing persuasive communications.


Students will study literature and work on assignments, applying theoretical knowledge about communication and persuasion to relevant case studies. During the course, these assignments will be discussed plenary and in groups.


For optimal learning, students are strongly advised to attend to each of the course meetings. Students will be evaluated on the basis of home assignments (50%) and written exam (50%).


A reader and study handouts will be available at Communication Science.

Compulsory for: BBCManagement and Consumer StudiesBScB: Consumer Studies2MO
BCLCommunication and Life SciencesBSc2MO
Restricted Optional for: MMEManagement, Economics and Consumer StudiesMScB: Consumer Studies2MO
Compulsory for: WUCCHBSc Minor Communication for Change2MO