Communication Studies 205-0
Theories of Persuasion
Fall 2020


COURSE INFORMATION


Professor:      Daniel O’Keefe

                        individual meetings by advance arrangement (available nearly any day)

                                    via Zoom/phone or in person (1-148 Frances Searle)

                        d-okeefe@northwestern.edu

                        www.soc.northwestern.edu/dokeefe or www.dokeefe.net

 

Assistants:     Kerstin Kalke

                        KerstinKalke2023@u.northwestern.edu

                        individual meetings: by arrangement

                        Sapna Suresh

                        sapnasuresh@u.northwestern.edu

                        individual meetings: by arrangement

 

 Course site:  www.dokeefe.net/205F20.html or via www.soc.northwestern.edu/dokeefe

 


Text (supplementary):  D. O’Keefe, Persuasion: Theory and research (3rd ed., paperback, Sage) (ISBN 978-1-4522-7667-0) (available at the Library Reserve Room)

 


Brief course description and tentative outline:  This course provides a general introduction to the social-scientific study of persuasive communication. The course focuses on alternative theoretical accounts of the processes underlying persuasion and on research findings concerning the effects of various factors on persuasive effectiveness.

 

      I.  Introduction

     II.  Theoretical approaches

          A.  Social judgment theory

          B.  Belief-based models

          C.  Functional approaches

          D.  Reasoned action theory

          E.  Elaboration likelihood model

          F.  Consistency theories

    III.  Factors influencing persuasive effectiveness

          A.  Source factors

          B.  Message factors

          C.  Receiver factors


Course format:  This course has a lecture-and-discussion-section format, with two lectures and one discussion-section meeting each week. Exams are based on material presented in lecture. Lectures are recorded and uploaded in Zoom; the day-by-day schedule page at the course website will provide links to lectures (www.dokeefe.net/205daybydayF20.html).

 

Discussion sections provide an opportunity to ask questions about, or otherwise engage with, material in the preceding lectures. Discussion-section meetings take the form of synchronous Zoom meetings in the regularly scheduled time periods (Fridays, at 12:40-1:30 and 1:50-2:40); your TA will send you information about how to log in.

 

There is no required reading. The text is a supplement to, not a replacement for, the lectures. Exam questions assume you have not even looked at the supplemental reading. In case you do want to read the supplementary text, the latter part of this document indicates what parts of the text correspond to the material being covered each week.

 

After each lecture, a study guide will be posted online at the course website. The study-guide questions are not exam/quiz questions; they are the kinds of questions a tutor might ask in a one-on-one encounter in order to lead you through the material.

 

The primary purpose of the study guides is to get you ready for the exams. There’s nothing in the exams that isn’t on the study guides. If you have mastered the study guide, there will be no surprises in the exams.

 

Recommendation: Before each week’s discussion-section meeting, do the study guides for the preceding lectures that week. That way, if you have questions, you can ask them in discussion section.

 

 

Remote access support: Northwestern is committed to ensuring students remain connected to courses and learning resources while participating remotely. The Keep Learning webpage provides you with access to information to ensure you are prepared for—and can excel at—studies and participation in courses via Canvas, Zoom, and other online tools. University resources such as academic advising, career services, Counseling and Psychological Services, and the Health Service, are available remotely. More information is here

 

Students who receive financial aid are also eligible for emergency aid. For financial aid students who have new expenses related to travel or technology because of our recently announced changes, we have an emergency fund that can provide help. Undergraduate financial aid students who would like more information about emergency aid can contact Undergraduate Financial Aid. Emergency funds will be available beginning Sept. 9. 

 


Course grading:  One’s course grade is based on two hourly examinations and a final examination. The hourly exams are multiple-choice exams; the first counts for 35% of the course grade, the second for 30%. The final exam is a take-home essay exam; the final exam counts for 35% of the course grade.

 

More exam information (e.g., results):  http://www.dokeefe.net/205examsF20.html

 

One’s course grade will be determined by the weighted average of the grades on the individual assignments. Each assignment will receive a letter grade, with the usual numerical equivalents (that is, A = 4.0, A- = 3.7, B+ = 3.3, and so forth).

 

So, for example, a student who received a B on the first exam, an A- on the second exam, and an A on the final exam would have a course average of 3.56.

 

                        (3.0 x .35) + (3.7 x .30) + (4.0 x .35) = 3.56

 

To convert the course average into a course grade, the following scale will apply:

 

                                                course average            course grade

                                                 3.850 and up              A

                                                 3.500 and up              A-

                                                 3.150 and up              B+

                                                 2.850 and up              B

                                                 2.500 and up              B-

                                                 2.150 and up              C+

                                                 1.850 and up              C

                                                 1.350 and up              C-

                                                 0.500 and up              D

                                                 below 0.500               F

 

So a student with a course average of 3.56 would earn a course grade of A-.

 

However, before course grades are submitted, the raw scores on the hourly exams are reviewed. If the circumstance is such that having answered correctly just one additional question on just one hourly exam would have yielded a higher course grade, then the higher course grade is given.

 

 

Academic dishonesty:  Don't do it. (If uncertain about what constitutes a violation of Northwestern University's standards of academic integrity, consult the University web site:  https://www.northwestern.edu/provost/policies/academic-integrity/.)

 

Bad things will happen if you do. (These can include a failing grade on the assignment—and worse. For details on School of Communication procedures: http://www.communication.northwestern.edu/files/ProceduresAllegedAcademicDishonesty.pdf .)


Discrimination, sexual harassment, and sexual misconduct:  Don’t do these things, and don’t accept them being done.

 

Northwestern University is committed to fostering an environment where students are safe and free from sexual misconduct. Confidential resources are available to those who have experienced sexual misconduct. Faculty, instructors, and TAs are not confidential resources and are required to report incidents of sexual misconduct, whether discussed in your assignments or in person, to the Office of Equity, which can provide information about resources and options. I encourage students who have experienced sexual misconduct to talk with someone to get support. For more information, including how to request supportive measures or file a report, see the Get Help page.

 

Northwestern University's policies on discrimination, harassment, and sexual misconduct apply to all members of the University community, including students, staff, faculty, and third parties. Any student, staff, or faculty member, or third party, who believes that they have been discriminated against or harassed on the basis of their race, color, religion, national origin, sex, sexual orientation, gender identity, gender expression, pregnancy, parental status, marital status, age, disability, citizenship, veteran status, genetic information, reproductive health decision making, or any other classification protected by law, should contact the Office of Equity at (847) 467-6165.  Additional information about the University's discrimination, harassment, and sexual misconduct policies, including the campus resources available to assist individuals with concerns, is available online on the Office of Equity website.

 

Students, staff, and faculty who report harassment, discrimination, or sexual misconduct are also protected under the University's Policy on Non-Retaliation

 

 

Recording or downloading class sessions:  Don’t do it.

Unauthorized student recording of classroom or other academic activities (including advising sessions or office hours) is prohibited. Unauthorized recording is unethical and may also be a violation of University policy and state law. Students requesting the use of assistive technology as an accommodation should make contact with AccessibleNU. Unauthorized use of classroom recordings—including distributing or posting them—is also prohibited. Under the University’s Copyright Policy, faculty own the copyright to instructional materials—including those resources created specifically for the purposes of instruction, such as syllabi, lectures and lecture notes, and presentations. Students cannot copy, reproduce, display or distribute these materials. Students who engage in unauthorized recording, unauthorized use of a recording, or unauthorized distribution of instructional materials will be referred to the appropriate University office for follow-up.

 


 

 

Accommodations for disabilities:  Northwestern University is committed to providing the most accessible learning environment as possible for students with disabilities. Should you anticipate or experience disability-related barriers in the academic setting, please contact AccessibleNU to move forward with the university’s established accommodation process (e: accessiblenu@northwestern.edu; p: 847-467-5530). If you already have established accommodations with AccessibleNU, please let me know as soon as possible, preferably within the first two weeks of the term, so we can work together to implement your disability accommodations. Disability information, including academic accommodations, is confidential under the Family Educational Rights and Privacy Act. For details: http://www.northwestern.edu/accessiblenu/

 

 

Some tentative dates of interest: 


Hourly exam #1 (given online): Monday 19 October (time TBA)

Hourly exam #2 (given online): Wednesday 18 November (time TBA)

Take-home final available online:  Thursday 19 November not later than noon CT

Take-home final due:  Wednesday 2 December not later than noon CT

 

 

Tentative schedule:  For an updated day-by-day schedule with links to (inter alia) online lectures:    www.dokeefe.net/205daybydayF20.html

 

Week of 14 September

            W 9/16: lecture available online by 10am CT

                        topic: course introduction (no content)

 

Week of 21 September

            M 9/21:  lecture available online by 10am CT

                        topic: concept of persuasion, attitude measurement, assessing persuasion

                        supplementary reading: pp. 1-18

            W 9/23: lecture available online by 10am CT

                        topic: social judgment theory (1 of 2)

                        supplementary reading: pp. 19-34

            F 9/25: online discussion sections 12:40-1:30pm and 1:50-2:40pm CT

 

Week of 28 September

            M 9/28: lecture available online by 10am CT

                        topic: social judgment theory (2 of 2)

                        supplementary reading: pp. 19-34

            W 9/30: lecture available online by 10am CT

                        topic: belief-based approaches

                        supplementary reading: pp. 56-75

            F 10/2: online discussion sections 12:40-1:30pm and 1:50-2:40pm CT

 

Week of 5 October

            M 10/5: lecture available online by 10am CT

                        topic: functional approaches

                        supplementary reading: pp. 35-55

            W 10/7: lecture available online by 10am CT

                        topic: reasoned action theory (1 of 2)

                        supplementary reading: pp. 98-131

            F 10/9: online discussion sections 12:40-1:30pm and 1:50-2:40pm CT

 

Week of 12 October

            M 10/12: lecture available online by 10am CT

                        topic: reasoned action theory (2 of 2)

                        supplementary reading: pp. 98-131

            W 10/14: lecture available online by 10am CT

                        topic: elaboration likelihood model

                        supplementary reading: pp. 148-175

            F 10/16: online discussion sections 12:40-1:30pm and 1:50-2:40pm CT

 

Week of 19 October

            M 10/19: hourly exam #1 given online (time TBA)

            W 10/21: lecture available online by 10am CT

                        topic: consistency theories: balance

 

Week of 26 October

            M 10/26: lecture available online by 10am CT

                        topic: consistency theories: cognitive dissonance (1 of 2)

                        supplementary reading: pp. 76-97

            W 10/28: lecture available online by 10am CT

                        topic: consistency theories: cognitive dissonance (2 of 2)

                        supplementary reading: pp. 76-97

            F 10/30: online discussion sections 12:40-1:30pm and 1:50-2:40pm CT

 

Week of 2 November

            M 11/2: lecture available online by 10am CT

                        topic: source factors (1 of 2)

                        supplementary reading: pp. 188-213

            W 11/4: lecture available online by 10am CT

                        topic: source factors (2 of 2), message factors (1 of 3)

                        supplementary reading: pp. 188-213 (source), 214-251 (message)

            F 11/6: online discussion sections 12:40-1:30pm and 1:50-2:40pm CT

 

Week of 9 November

            M 11/9: lecture available online by 10am CT

                        topic: message factors (2 of 3)

                        supplementary reading: pp. 214-251

            W 11/11: lecture available online by 10am CT

                        topic: message factors (3 of 3)

                        supplementary reading: pp. 214-251

            F 11/13: online discussion sections 12:40-1:30pm and 1:50-2:40pm CT

 

Week of 16 November

            M 11/16: lecture available online by 10am CT

                        topic: receiver factors

                        supplementary reading: pp. 252-267

            W 11/18: hourly exam #2 given online (time TBA)

            Th 11/19: take-home essay final posted online by noon (12:00pm) CT

            F 11/20: discussion sections do not meet

 

Week of 23 November:

            M 11/23: no lecture

            Tu 11/24: last day of university classes

 

Week of 30 November

            W 12/2: final exam due (online submission) by noon (12:00pm) CT