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Social Influence and Persuasion

Social influence and persuasion are among the most basic and important functions of communication. Faculty and students interested in social influence and persuasion at Cornell are concerned with how, when and why individuals, groups or organizations use various types of communication to influence the beliefs, attitudes and behaviors of other individuals, groups or organizations. We recognize that social influence and persuasion can occur at many levels, from influence between individuals to influence at the national or international level. Specific projects have focused on social influence and persuasion in the context of health behavior and policy, anonymous virtual groups, assessments of deception and credibility online, overcoming resistance to persuasion, and the design of media campaigns to promote behavior change.