Communication Studies 205-0
Theories of Persuasion
Spring 2019
COURSE INFORMATION
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
d-okeefe@northwestern.edu
www.soc.northwestern.edu/dokeefe
or www.dokeefe.net
Assistants: Kaitlyn Childs
Office: 1-305 Frances
Searle Office hours: by appt.
kaitlynchilds2020@u.northwestern.edu
Mohammad Behroozian
Office: 2-101 Frances
Searle Office hours: by appt.
MohammadBehroozian2023@u.northwestern.edu
Course site: www.dokeefe.net/205S19.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.
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
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 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 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.
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. Again, see the University web site. For details on School
of Communication procedures:
http://www.communication.northwestern.edu/files/ProceduresAllegedAcademicDishonesty.pdf
.)
Sexual harassment:
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 (accessiblenu@northwestern.edu; 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 1 May
Hourly
exam #2: Monday 3 June
Take-home
final available online: not later than
5:00 p.m. Monday 3 June
Take-home
final (hard-copy) available at lecture: Wednesday 5 June
Take-home
final due: not later than noon (12:00 p.m.) Monday 10 June
Tentative schedule:
Week
of 1 April
topic: concept of persuasion,
attitude measurement, assessing persuasion
supplementary reading: pp. 1-18
Week
of 8 April
topic: social judgment theory,
belief-based models
supplementary reading: pp. 19-34
(social judgment); pp. 56-75 (belief-based)
Week
of 15 April
topic: belief-based models
(continued), functional approaches
supplementary reading: pp. 56-75
(belief-based); pp. 35-55 (functional)
Week
of 22 April
topic: reasoned action theory,
elaboration likelihood model
supplementary reading: pp. 98-131
(RAT); pp. 148-175 (ELM)
Week
of 29 April
topic: elaboration likelihood model
(continued)
supplementary reading: pp. 148-175
Wednesday 1 May: hourly exam #1
discussion sections do meet as usual Friday 3 May
Week
of 6 May
topic: consistency theories
supplementary reading: pp. 76-97
Week
of 13 May
topic: source factors
supplementary reading: pp. 188-213
Week
of 20 May
topic: message factors
supplementary reading: pp. 214-251
Week
of 27 May
topic: receiver factors
supplementary reading: pp. 252-267
no class meeting Monday 27 May
(Memorial Day)
Week
of 3 June
Monday 3 June: hourly exam #2
Monday 3 June: final exam available
online by 5:00 p.m.
Wednesday 5 June: final exam
(hard-copy) available at lecture
Friday 7 June: no class meeting
Monday
10 June: final exam due by noon