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СОВРЕМЕННЫЕ ИССЛЕДОВАНИЯ ЭФФЕКТИВНОСТИ УБЕЖДАЮЩЕГО СООБЩЕНИЯ
The relevance of our work lies in the analysis of modern research on the use of persuasive communication in the learning process in higher education. The pioneer in this field can be called Murphy, who described his research practice at the beginning of the twenty-first century. The author proposed the so-called “metaphor of learning as a belief,” according to which learning occurs with a direct change in the knowledge and beliefs of students. Thus, Murphy identified a new direction in the development of the theory and practice of higher education: learning through the provision of various stimulus (mainly written) materials - which is now becoming increasingly popular and attracting the interest of researchers.