Anthony Pratkanis

ANTHONY PRATKANIS is currently Professor of Psychology at the University of California, Santa Cruz where he studies social psychology, social influence, and prejudice reduction. An engaging classroom teacher, he began his career in the business school at Carnegie-Mellon University where he taught popular courses in advertising and consumer behavior.  He was recently awarded UCSC’s coveted Excellence in Teaching Award for his popular courses on Social Influence and Social Psychology.

A frequent contributor to scientific journals and the popular press on the topics of persuasion and influence, he is a co-editor of Attitude Structure and Function,  Social Psychology, The Science of Social Influence, and a past associate editor for the Journal of Consumer Psychology.  His research program has investigated such topics as the delayed effects of persuasion, attitudes and memory, groupthink, affirmative action, subliminal persuasion, mass communications, source credibility, persuasion and democracy, and a variety of influence tactics such as the pique technique, phantoms, the projection tactic, the 1-in-5 prize tactic, and altercasting.  In 1995, he was elected a fellow of the American Psychological Association.  He has appeared in the mass media over 350 times including the Oprah Winfrey Show, Dateline NBC, CBS News, C-Span, Washington Post, Los Angeles Times, and CNN, and his research has been translated into ten different languages.  His book Age of Propaganda: The Everyday Use and Abuse of Persuasion (co-authored with Elliot Aronson) was recently issued in a revised edition. 

Anthony Pratkanis is the founding editor of a new academic journal, Social Influence.  The first issue is scheduled to appear in Spring of 2006 from Psychology Press.

Dr. Pratkanis's expertise is sought by both public and private enterprises.  In 2002, he received a Telly award for his work as a scientific consultant on AARP’s video, Weapons of Fraud.  His testimony on subliminal persuasion at the trial of CBS Records/Judas Priest was instrumental in winning that case for the defense.  Recently he served as an expert witness on behalf of the State of Oregon in their case against Publisher’s Clearing House and the State of California in their cases against MCI/Worldcom and Cingular Wireless.  Currently, he is working with various civic groups and law enforcement agencies on strategies for preventing economic fraud crimes, with government agencies including the United States military on countering the propaganda of terrorists and dictators, and with the State of California’s and National Association of Attorneys General’s Tobacco Litigation Group as an expert on marketing and consumer behavior.