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Persuasive attempts are pervasive in today's society and some research indicates that individuals are bombarded with up to 3000 messages intended to influence them in one form or another every day. This course is designed to explore the theoretical foundations of persuasion in its various forms, from simple compliance-gaining attempts to deeper-level attitudinal change. It provides an overview of the various contexts and application of persuasion theories in which people attempt to influence one another's values, behaviors, and attitudes, including in relationships, organizations, and the mass culture.