Michigan Ross School of Business
Yaffe Center for Persuasive Communication

Yaffe Digital Resources

The Yaffe Center Digital Media Resources Hub has been created to organize information on search engine marketing, display and video advertising, social media and mobile marketing.  The Digital Marketing Resources include information from workshops, speakers, wikis, student papers and useful links.

Psychology of Design Conference

Join us from May 29th - 31st at the Ross School of Business as we bring top researchers, scholars, and thoughtful practitioners together to engage in discussion and build an understanding of the psychology of design. Through this conference, we aim to develop an understanding of how design can create the kind of emotional, experiential, hedonic, and sensory appeal that attracts consumers.

Keynote speakers will include Don Norman, Aradhna Krishna, Bernard Schmitt, and Andrew Smith.

To register or read about the conference, click here.

Fifth Annual Social Media Workshop November 15th

The Yaffe Center for Persuasive Communication was proud to present its fifth annual workshop on social media, in conjunction with Search Engine Marketing Professional Organization (SEMPO), Michigan.

The event, entitled Social Media: What's Working. What's Not. What We Are Learning was held on Friday, November 15th, and speakers included Andrew Fisher, Merkle; Tina Ienna, Facebook; Neville Manohar, Chrysler Group LLC; Joshua Nafman, Pepsi; Ryan Stonehouse, Google; Stan Joosten, P&G.

If you missed the workshop, feel free to find out more here.

Yaffe Center Publications

Book released from 2009 Yaffe Center Conference:  Leveraging Consumer Psychology for Effective Health Communications: The Obesity Challenge
Edited by: R
ajeev Batra; Punam Anand Keller; Victor J. Strecher

Published in January 2011 by M.E. Sharpe

    This book brings together the contributions of leading research scholars in communications, consumer behavior, marketing, psychology, and public health, who met in Ann Arbor in May 2009 to share and debate ideas on how their research might be used to improve the effectiveness of obesity-fighting messages and interventions. The conference that led to this book, on “Leveraging Consumer Psychology for Effective Health Communications: The Obesity Challenge,” was organized by the Yaffe Center, since one of the goals of the Yaffe Center is the facilitation and dissemination of multidisciplinary research on persuasion-relevant topics, and crafting effective messages and interventions to fight obesity seemed like a very worthwhile goal. The conference was held under the aegis of the Society for Consumer Psychology. The lead sponsor for the conference was the National Center for Health Marketing and Centers for Disease Control and Prevention (CDC) in collaboration with the National Public Health Information Coalition (NPHIC). The conference was cosponsored by the Yaffe Center for Persuasive Communication, the University of Michigan Ross School of Business, the University of Michigan School of Public Health, and Johnson & Johnson. Additional sponsorship support was provided by the Association for Consumer Research. 

More Information on the Publication

About the Yaffe Center

The Yaffe Center, founded at the University of Michigan’s Ross School of Business by advertising agency founder Fred Yaffe, is dedicated to the research, teaching, and discussion of persuasive communication.


We see rapid changes in how communications are delivered and how consumers process them.  Emerging digital media play a larger role, and message today are increasingly visual and nonlinear.  And persuasion frequently cuts across disciplines and requires study with silos.

Therefore, the Center is focusing on four major areas this year:

  • The use of digital media.
  • The effectiveness of new media.
  • The study of style and design as persuasive tools.
  • Interdisciplinary examples of successful persuasion.

Please explore our web site to learn more.