Click the buttons at the bottom of the page to request/register for a class or purchase a membership.
If you do not see any buttons at the bottom of the page: You have already requested/registered for that class, purchased that membership or that item is already in your cart.
Click the blue question mark ("?") button above for more help.
A lecture and discussion of the techniques and application of persuasion used by advertisers and politicians. I intend to focus mostly on advertising seen on television, the internet, and print media. I will follow the writing and research of retired professor Robert Cialdini, of the University of Arizona. The persuasion techniques I intend to discuss are: Reciprocation: how persuaders use gifts and concession to create a sense of obligation in consumers. Consistency: how persuaders use people’s desire for consistency and commitment to manipulate consumers. Social Proof: how persuaders try to create an impression that everyone is doing a specific behavior (bandwagon appeal) to enhance sales. Liking: how persuaders attempt to create a bond of friendship between consumers and product or service spokespersons. Authority: how persuaders attempt to use authority to encourage blind obedience form consumers. Scarcity: how persuaders attempt to create a sense of urgency and need among consumers, in order to manipulate them. I will also discuss some ways to defend against these persuasion tactics.
Instructor(s): Robert Hertzog
Robert Hertzog is a retired Professor of Communication, Indiana University.
You must have an OLLI-UA membership to register
This page shows you the details for a specific class, event or membership. Click the buttons at the bottom of the page to request/register for a class or purchase a membership.
If you are not logged in, Log In or Create an Account buttons will appear at the bottom of the page.
- If you are already a member, click Log In to access your OLLI-UA account.
- If you are not a member, click Create an Account. Creating an account is required to purchase a membership and register for classes.
If you are logged in:
To register for classes, click the "Register" button at the bottom of the page to request a class (during Priority Registration period) or register (after Priority Registration period).
For memberships, click "Register" button at the bottom of the page to purchase a membership.
If you do not see any buttons at the bottom of the screen: You have already requested/registered for that class or purchased that membership, or that item is already in your cart.