Derek Rucker

Derek Rucker, Northwestern University
Derek Rucker, Northwestern University

My primary research focuses on the study of attitudes, persuasion, and social influence. Within this broad area of research, I have primarily been interested in two topics. First, I am interested in understanding the role of metacognitive processes in persuasion and social influence. This has led to several streams of research focusing on how people assess their attitudes following persuasive attempts and, in particular, the effects of such assesments on how certain people are in their attitudes. A general theme in this line of research is that it is not only the attitude individuals reach that is important, but it is also critical to know what people think about how they reached their attitude.

My second area of interest is in exploring the role specific emotions play in the persuasion process. For example, although sadness and anger are both negative emotions, and have often been treated similariy, I am focused on the unique effects of such emotions in persuasion.

Finally, in addition to my substantive areas of research, I am also focused on helping to advance research and statistical methodology by examining how to properly conduct analyses as well as suppling new methods for analyzing more complex data models.

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