Communication Studies 205-0
Theories of Persuasion
Professor: Daniel O’Keefe
Office: 1-148 Frances Searle
Office hours: 9-10 MW, 1:00-3:00 W, & by appt.
Office phone: 847.491.3581
www.soc.northwestern.edu/dokeefe or www.dokeefe.net
Assistants: Kaitlyn Childs
Office: 1-305 Frances Searle Office hours: by appt.
Office: Frances Searle 2nd floor atrium Office hours: by appt.
To book an appointment: willmarler.youcanbook.me
Course site: www.dokeefe.net/205S18.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) (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 alternative theoretical accounts of the processes underlying persuasion and on research findings concerning the effects of various factors on persuasive effectiveness.
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
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 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).
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 an 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 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.
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. 22 of:
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:
Don’t do it, and don’t accept it being done. (For more information: www.northwestern.edu/sexual-harassment.)
Accommodations for disabilities:
Any student requesting accommodations related to a disability or other condition is required to register with AccessibleNU (email@example.com; 847-467-5530) and provide professors with an accommodation notification from AccessibleNU, preferably within the first two weeks of class. All information will remain confidential. For details: http://www.northwestern.edu/accessiblenu/
Some tentative dates of interest:
Hourly exam #1: Wednesday 2 May
Hourly exam #2: Monday 4 June
Take-home final available online: not later than 5:00 p.m. Monday 4 June
Take-home final (hard-copy) available at lecture: Wednesday 6 June
Take-home final due: not later than noon (12:00 p.m.) Monday 11 June
Week of 2 April
topic: concept of persuasion, attitude measurement, assessing persuasion
supplementary reading: pp. 1-18
Week of 9 April
topic: social judgment theory, belief-based models
supplementary reading: pp. 19-34 (social judgment); pp. 56-75 (belief-based)
Week of 16 April
topic: belief-based models (continued), functional approaches
supplementary reading: pp. 56-75 (belief-based); pp. 35-55 (functional)
Week of 23 April
topic: reasoned action theory, elaboration likelihood model
supplementary reading: pp. 98-131 (RAT); pp. 148-175 (ELM)
Week of 30 April
topic: elaboration likelihood model (continued)
supplementary reading: pp. 148-175
Wednesday 2 May: hourly exam #1
discussion sections do meet as usual Friday 4 May
Week of 7 May
topic: consistency theories
supplementary reading: pp. 76-97
Week of 14 May
topic: source factors
supplementary reading: pp. 188-213
Week of 21 May
topic: message factors
supplementary reading: pp. 214-251
Week of 28 May
topic: receiver factors
supplementary reading: pp. 252-267
no class meeting Monday 28 May (Memorial Day)
Week of 4 June
Monday 4 June: hourly exam #2
Monday 4 June: final exam available online by 5:00 p.m.
Wednesday 6 June: final exam (hard-copy) available at lecture
Friday 8 June: no class meeting
Monday 11 June: final exam due by noon