This module is to help students understand and be able to apply persuasive theories and research to everyday life. It covers different persuasive theories and applications. It scrutinizes the social scientific approaches to persuasion, and analyses language and persuasive symbols, as well as non-verbal persuasion. The module is designed with the emphasis on the application of different theories in designing persuasive messages. The main focus of the module is to understand various theoretical approaches to persuasive message design, cognitive processing such as central and peripheral routes of persuasion, and attitude change.