Objectives for this presentation - the audience will:

• Gain an understanding of the psychology of persuasion and social influence, backed by empirical research 
• Learn how effective behavioral change depends on the degree two which one’s persuasion target (e.g., patient) is engaged in a “systematic" (rational) mode or a “heuristic” (reactionary) mode of processing information 
• Gain insight into what types messages and influence tactics are more effective, and which are counterproductive, depending on an individual’s current processing mode 
• Leave with a set of actionable tips and tactics to help them more effectively persuade vaccine-hesitant patients to choose vaccination  

Presenter
Aaron M. Sackett, Ph.D.
Professor and Chair of the Marketing Department
University of St. Thomas - St. Paul, Minnesota

About the Presenter
Aaron M. Sackett is Professor and Chair of the Marketing Department at the University of St. Thomas in St. Paul, Minnesota, where he teaches courses on consumer behavior and ethical persuasion. He earned his Ph.D. in Social Psychology from Yale University and has conducted research related to decision-making, persuasion, and social influence for over 20 years. In addition to publishing in scholarly journals, Professor Sackett seeks to translate current research into actionable lessons for practitioners and the public. He has shared his research