Current theories of persuasion and resistance
Course infoSchedule
Course moduleSOW-CWM050
Credits (ECTS)5
CategoryMA (Master)
Language of instructionEnglish
Offered byRadboud University; Faculty of Social Sciences; Communication Science;
PreviousNext 1
prof. dr. M.L. Fransen
Other course modules lecturer
dr. B.C.N. Müller
Other course modules lecturer
dr. B.C.N. Müller
Other course modules lecturer
dr. B.C.N. Müller
Other course modules lecturer
Contactperson for the course
dr. B.C.N. Müller
Other course modules lecturer
Academic year2023
PER1  (04/09/2023 to 03/11/2023)
Starting block
Course mode
Please note: if you do not yet have a master's registration, you are not yet registered for the tests for this course.
RemarksBijvakkers kunnen zich aanmelden bij mw. dr. S. Daalmans, E:
Registration using OSIRISYes
Course open to students from other facultiesYes
Waiting listNo
Placement procedure-
At the end of the course Current theories of persuasion and resistance, the student is able to:
  • Analyze, explain and critically discuss complex current scientific and social issues related to persuasive communication (both commercial and prosocial) by applying theoretical and empirical insights into the psychology of persuasion and resistance to persuasion.
  • Analyze, explain and critically discuss how psychological persuasion-enhancing or resistance-reducing influence techniques can be applied in persuasive media messages, either with commercial or prosocial purposes.
  • Independently find and apply theoretical and empirical literature to develop a communication campaign focusing on resistance to persuasion.
  • Present his/her research findings to other communication professionals in the field.
  • Display scientific integrity in research and practice.
This course covers theories on the processes and effects of advertising and marketing communication, both with a commercial or a prosocial purpose. Drawing on classic as well as contemporary theories of persuasive communication, we elaborate on various processing mechanisms (e.g., cognitive and affective, more and less conscious processing), consumer responses (e.g., affective, cognitive, and behavioural effects), and the relationship between persuasion and resistance against persuasive messages. In addition, we consider the influence of message, recipient, and context characteristics on the various processes and effects. The theoretical knowledge and insights obtained in this course are essential for understanding, designing, and conducting academic research in the field of persuasive communication. In addition, these insights provide an indispensable foundation for the design and evaluation of commercial and/or prosocial advertising and marketing campaigns in the media.

During the course, students attend interactive lecture sessions. The course is given in English. The lectures provide state-of-the-art and hands-on insights into the field of persuasive communication. Moreover, theoretical insights are directly applied to contemporary scientific, societal, and professional cases and “hot topics”, for example how marketing techniques can be applied to improve health and well-being. The final grade is based on one group assignment and an individual assignment. Active participation during the sessions are expected, and students are asked to keep up with the literature during the course.

Presumed foreknowledge
The conditions that apply to participation in the Master's programme in Communication Science apply. We refer to the admission requirements as an elective in this study guide under the heading Students of other study programmes. 
Limited access for international students. 
Test information


Required materials
2-3 articles per week will be part of the mandatory literature. A complete list will be published on Brightspace at the beginning of the course.

Instructional modes

Test weight4
Test typeDigital exam with CIRRUS
OpportunitiesBlock PER1, Block PER2

Test weight1
Test typeAssignment
OpportunitiesBlock PER1, Block PER2