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,
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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