本单元是心理科学和营销实践的结合。本单元从沟通的学术角度开始，并回顾了各种说服技巧。然而，这不仅是一个基于科学和研究的单元。它也是一个探讨劝说效果的实践单元。所获得的心理学和传播学知识将使学生坐在驾驶座上，解码并解释说服力的作用。学生们将从科学中学习到的知识，深入研究其背后的实践，为什么以及如何发挥作用。作为一个消费者，本单元旨在让学生开阔眼界，停下来思考，并理解我们为什么要买东西。作为从事说服工作的人（我们都在从事说服工作），学生会发现这些应用很有用。
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