Communication Studies 205-0
Theories of Persuasion
Spring 2011
COURSE INFORMATION
Professor: Dan O’Keefe
Office: 1-148 Frances Searle
Office hours: 1:30-3:00 M & by appointment
Office phone: 847.491.3581
Homepage: www.soc.northwestern.edu/dokeefe or www.dokeefe.net
Assistants: Katie Fortner Katie Day Good
Office: 2-168 Frances Searle Office: 2-168 Frances Searle
Office hours: by appt. Office hours: by appt.
KatherineFortner2010@u.northwestern.edu KatherineGood2014@u.northwestern.edu
Course site: www.dokeefe.net/205S11.html or via www.soc.northwestern.edu/dokeefe
Text (supplementary): D. O’Keefe, Persuasion: Theory and research (2nd ed., paperback, Sage) (ISBN 0-7619-2539-2) (one copy 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 competing theoretical accounts of the processes underlying persuasion (the evidence concerning them, the problems they have encountered, etc.) and on research evidence 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. Theory of reasoned action, theory of planned behavior
E. Elaboration likelihood model
F. Consistency theories
III. Factors influencing persuasive effectiveness
A. Source factors
B. Message factors
C. Receiver factors
Graded assignments:
One’s course grade is based on two hourly examinations and a final examination.
The examinations cover material presented in lecture and discussion sections.
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.
It is assumed that examinations will be completed when required. No make-up examinations will be administered, except in cases of documented medical or family emergency. When such problems are encountered, notify your teaching assistant (or, failing that, Professor O’Keefe) at the earliest possible time; appropriate documentation will be needed. Without an acceptable excuse, a missed examination will receive a failing grade (F).
Course grading:
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
3.85 and up A
3.50 and up A-
3.15 and up B+
2.85 and up B
2.50 and up B-
2.15 and up C+
1.85 and up C
1.35 and up C-
0.50 and up D
below 0.50 F
So a student with a course average of 3.56 would receive 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.
Research participation requirement:
To receive credit in CS 205, one must complete the Communication Studies research participation requirement. Materials available on the first day of class provide details; that information is also available through the CS 205 course website (look for information about the “research participation requirement”). The research participation homepage is http://nucommstudies.sona-systems.com. For additional information, make contact with Ben DiPaola, the research coordinator for Communication Studies (office 2-168 Frances Searle; researchadmin@socmail.northwestern.edu).
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, e.g., p. 28 of: www.registrar.northwestern.edu/courses/archive/full_nucat2009_10.pdf.)
Bad things will happen if you do. (These can include a failing grade on the assignment—and worse. Again, see the University web site. For details on School of Communication procedures: www.communication.northwestern.edu/programs/undergraduate/policies_procedures/academic_integrity/.)
Students with disabilities:
In accordance with
Some tentative dates of interest:
Hourly exam #1: Wednesday 27 April
Hourly exam #2: Wednesday 25 May
Take-home final available at discussion: Friday 27 May
Take-home final available online: not later than 5:00 p.m. Friday 27 May
Take-home final due: not later than noon (12:00 p.m.) Tuesday 7 June
Tentative schedule:
Week of 28 March
topic: concept of persuasion, attitude measurement, assessing persuasion
supplementary reading: pp. 1-16
Week of 4 April
topic: social judgment theory, belief-based models
supplementary reading: see website (social judgment); pp. 53-75 (belief-based)
Week of 11 April
topic: belief-based models (continued), functional approaches
supplementary reading: pp. 53-75 (belief-based); pp. 29-52 (functional)
Week of 18 April
topic: reasoned action and planned behavior, elaboration likelihood model
supplementary reading: pp. 101-135 (TRA/TPB); pp. 137-167 (ELM)
Week of 25 April
topic: elaboration likelihood model (continued)
supplementary reading: pp. 137-167
Wednesday 27 April: hourly exam #1
discussion sections do meet Friday 29 April
Week of 2 May
topic: consistency theories
supplementary reading: pp. 77-100
Week of 9 May
topic: source factors
supplementary reading: pp. 181-213
Week of 16 May
topic: message factors
supplementary reading: pp. 215-240
Week of 23 May
topic: receiver factors
supplementary reading: pp. 241-253
Wednesday 25 May: hourly exam #2
Friday 27 May: final exam available at discussion section
Friday 27 May: final exam available online by 5:00 p.m.
Week of 30 May
no class meetings (Monday 30 May is Memorial Day)
Tuesday 7 June: final exam due by noon (12:00 p.m.)