The Theory of Reasoned Action (TRA), an expectancy value model, was used to examine effects of a systematically-developed persuasive communication on students' belief, attitude, intention and behavior changes toward choosing a career as a registered nurse. The research hypothesis was that an experimental group exposed to a persuasive communication will demonstrate a more positive change in beliefs, attitudes and intentions toward a career as a registered nurse than a control group not exposed to the persuasive communication. Subjects were 90 male and female junior college students randomly assigned by class section to an experimental or control group. For each change score from the 90 students, a 2 x 2 analysis of variance was carried out examining the effects of two independent variables, treatment conditions and sex, each with 2 levels. Treatment main effects were statistically significant for belief, attitude and intention change data (p = < .001). Normative factor change data was not found to be statistically significant. Because a nursing career is traditionally considered a female profession, one research question asked whether effects of the persuasive communication varied as a function of gender. Data analysis revealed no gender-related interaction with treatment, for any of the dependent measures. A one-tailed Z test for proportions revealed that the group exposed to a persuasive communication demonstrated a significantly higher (p < .05) sign-up rate for nursing than the control group. Finally a multiple regression equation was developed for the experimental group to ascertain the extent to which change scores in various beliefs, attitudes and intentions could be used to predict sign-up behavior. The only predictor to enter the model was found to be the change score in behavioral intentions which accounted for 49% of the variance in sign-up behavior.