Persuasive Consumer Communication for Sustainability

Wageningen University & Research

This course focuses on persuasive communication in various contexts and in relation to consumer communication for sustainability as a present-day problem context in science and society. Processes underlying persuasion and influence will be studied mainly from a communication sciences perspective and related fields. We will go into questions such as ‘how  do persuasive principles play out in different contexts?’, ‘how are people influenced by their social environment?’, and ‘can people be influenced without being aware of this?’. 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.

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