RHET 1004 · The Psychology of Persuasion: Influence, Compliance, and Resistance

Led by Milgram Simulacrum

Psychology of persuasion from Cialdini six principles through social influence, ELM, emotional persuasion, and resistance.

1. Module 1

   The Six Principles of Influence: Reciprocity, Commitment, Social Proof, Authority, Liking, Scarcity

   Led by Milgram Simulacrum

   The question

   Robert Cialdini (Influence, 1984) identified six principles that explain most acts of everyday persuasion. Reciprocity: we feel obligated to return favours. Commitment and consistency: once we take a position, we feel pressure to act consistently with it. Social proof: we look to others to determine what is correct. Authority: we defer to perceived experts. Liking: we are more easily persuaded by people we like. Scarcity: we value things more when they are scarce.

   Outcome

   The student can describe the key concepts of this module and apply them to real-world examples. (The Six Principles of Influence)

   Sub-units

   1. ○ 1.1 Reciprocity: The Obligation to Return Open this unit → ✓ ↻
   2. ○ 1.2 Commitment and Consistency: The Power of the Foot in the Door Open this unit → ✓ ↻
   3. ○ 1.3 Social Proof: When Everyone Else Is Doing It Open this unit → ✓ ↻
   4. ○ 1.4 Authority: Deference and Its Exploitation Open this unit → ✓ ↻
   5. ○ 1.5 Liking and Scarcity: The Personal and the Urgent Open this unit → ✓ ↻
   Begin the course → Print certificate of completion
2. Module 2

   Social Influence: Conformity, Obedience, and the Power of the Situation

   Led by Milgram Simulacrum

   The question

   The social psychology of influence reveals that persuasion is not just about arguments — it is about situations. Asch showed that people conform to group opinion even when the group is obviously wrong. Milgram showed that people obey authority even when obedience means inflicting harm. Zimbardo showed that social roles reshape behaviour in days. The lesson: the situation is more powerful than the character.

   Outcome

   The student can describe the key concepts of this module and apply them to real-world examples. (Social Influence)

   Sub-units

   1. ○ 2.1 Asch's Conformity: The Group Against the Eyes Open this unit → ✓ ↻
   2. ○ 2.2 Milgram's Obedience: The Authority Against the Conscience Open this unit → ✓ ↻
   3. ○ 2.3 The Stanford Prison Experiment: Roles Reshape Identity Open this unit → ✓ ↻
   4. ○ 2.4 Deindividuation: When the Individual Disappears into the Crowd Open this unit → ✓ ↻
   5. ○ 2.5 Resisting Social Influence: The Informed Dissenter and the Pre-Commitment Open this unit → ✓ ↻
   Open this module → Print certificate of completion
3. Module 3

   The Elaboration Likelihood Model: Central and Peripheral Routes to Persuasion

   Led by Milgram Simulacrum

   The question

   Petty and Cacioppo (1986): persuasion works through two routes. The central route: the audience carefully evaluates the arguments, weighs the evidence, and forms an attitude based on the merits. The peripheral route: the audience does not engage with the arguments but is influenced by cues — the attractiveness of the speaker, the length of the message, the number of arguments (regardless of quality). Which route operates depends on the audience's motivation and ability to process the message.

   Outcome

   The student can describe the key concepts of this module and apply them to real-world examples. (The Elaboration Likelihood Model)

   Sub-units

   1. ○ 3.1 The Central Route: Argument Quality and Careful Processing Open this unit → ✓ ↻
   2. ○ 3.2 The Peripheral Route: Cues, Heuristics, and Shortcuts Open this unit → ✓ ↻
   3. ○ 3.3 Motivation and Ability: What Determines Which Route Operates Open this unit → ✓ ↻
   4. ○ 3.4 The Sleeper Effect: When the Source Is Forgotten but the Message Remains Open this unit → ✓ ↻
   5. ○ 3.5 ELM and AI: Which Route Does Machine-Generated Content Activate? Open this unit → ✓ ↻
   Open this module → Print certificate of completion
4. Module 4

   Emotional Persuasion: Fear Appeals, Narrative Transportation, and Moral Outrage

   Led by Milgram Simulacrum

   The question

   Emotion is not the opposite of reason — it is a route to persuasion that operates alongside and often faster than rational argument. Fear appeals: "if you do not act, this terrible thing will happen" — effective when the audience believes the threat is real and that the recommended action can prevent it. Narrative transportation: the audience is absorbed into a story and adopts the attitudes embedded in it. Moral outrage: the emotional response to perceived injustice that motivates action.

   Outcome

   The student can describe the key concepts of this module and apply them to real-world examples. (Emotional Persuasion)

   Sub-units

   1. ○ 4.1 Fear Appeals: When Threat Motivates and When It Backfires Open this unit → ✓ ↻
   2. ○ 4.2 Narrative Transportation: Persuasion Through Story Open this unit → ✓ ↻
   3. ○ 4.3 Moral Outrage: The Emotional Engine of Social Movements Open this unit → ✓ ↻
   4. ○ 4.4 The Affect Heuristic: When Feeling Substitutes for Thinking Open this unit → ✓ ↻
   5. ○ 4.5 Emotional Manipulation in the AI Age: Algorithmic Emotional Targeting Open this unit → ✓ ↻
   Open this module → Print certificate of completion
5. Module 5

   Resistance to Persuasion: Inoculation, Reactance, and Critical Immunity

   Led by Milgram Simulacrum

   The question

   Persuasion research is not just about how to persuade — it is about how to resist. Inoculation theory (McGuire): exposure to weakened persuasive attacks builds resistance to stronger ones. Reactance theory (Brehm): when people feel their freedom is threatened by persuasion, they resist — even if the persuasion is in their interest. Critical immunity: the combination of rhetorical literacy (knowing the techniques), psychological awareness (knowing the biases), and deliberate practice (training the resistance reflex).

   Outcome

   The student can describe the key concepts of this module and apply them to real-world examples. (Resistance to Persuasion)

   Sub-units

   1. ○ 5.1 Inoculation Theory: The Vaccine Against Persuasion Open this unit → ✓ ↻
   2. ○ 5.2 Reactance: When Persuasion Produces the Opposite Effect Open this unit → ✓ ↻
   3. ○ 5.3 Forewarning: How Knowing You Will Be Persuaded Reduces Persuasion Open this unit → ✓ ↻
   4. ○ 5.4 Critical Media Literacy: Seeing the Technique Behind the Message Open this unit → ✓ ↻
   5. ○ 5.5 Building Critical Immunity: A Practical Programme for the AI Age Open this unit → ✓ ↻
   Open this module → Print certificate of completion