À propos de ce cours : This course will provide learners with a systematic general framework for analyzing persuasive influence situations. Learners will be able to identify different challenges faced by persuaders and to fashion appropriate strategies for addressing those challenges. The broad goal is to provide learners with not only an extensive persuasion tool kit, but also with an understanding of how different tools are useful in different situations. Specifically, the course will address four broad topics: strategies for influencing people’s personal attitudes; strategies for affecting social factors influencing behavior; strategies for affecting people’s perceived ability to undertake the desired behavior; and strategies for inducing people to act on their existing intentions.

Créé par : Northwestern University

Enseigné par : Daniel J. O’Keefe, Owen L. Coon Professor
Department of Communication Studies, School of Communication

Informations de base	Cours 3 de 6 dans Organizational Leadership Specialization
Engagement	4 weeks of study, 1-3 hours/week
Langue	English
Comment réussir	Réussissez tous les devoirs notés pour terminer le cours.
Notes des utilisateurs	4.5 étoiles Note moyenne des utilisateurs 4.5Voir ce que disent les étudiants

Programme de cours

SEMAINE 1

Influencing Attitudes

This module discusses the first of four challenges that persuaders often face: getting people to think that what you’re proposing is a good idea. Sometimes, the reason people aren’t already doing what you want is that they’re not yet convinced that they should—that is, they don’t have sufficiently positive attitudes. This module discusses some fundamental strategies for changing people’s attitudes.

8 vidéos, 3 lectures

Reading: Meet your Professor
Reading: Course Grading and Logistics
Reading: References and Optional Readings
Vidéo: Compliance, Persuasion, and Message Adaptation
Vidéo: Four Persuasion Challenges
Vidéo: Influencing Attitudes: Module Introduction
Vidéo: Consequence-Based Arguments
Vidéo: Consequence Desirability
Vidéo: Consequence Likelihood
Vidéo: Addressing Counterarguments

Noté: Influencing Attitudes

SEMAINE 2

Influencing Social Factors

Even if people have positive attitudes about what you’re proposing, social factors—what they think other people do or want them to do—might lead them to not do what you want. This module discusses several ways in which such social considerations might pose a challenge for persuaders—and discusses how to successfully influence such factors.

4 vidéos

Vidéo: Changing Descriptive Norms
Vidéo: De-emphasizing Prescriptive Norms
Vidéo: Changing Prescriptive Norms

Noté: Influencing Social Factors

SEMAINE 3

Influencing Perceived Ability

People can have positive attitudes about your advocated action, and all the social considerations can be lined up positively, but still people might not engage in the desired behavior—because they don’t think they can perform the action. That is, they think the behavior is too difficult, too hard to do, they lack the ability. This module discusses strategies for addressing that challenge—strategies for influencing perceived behavioral ability.

4 vidéos

Vidéo: The Importance of Perceived Ability
Vidéo: Removing Obstacles
Vidéo: Rehearsal and Modeling

Noté: Influencing Perceived Ability

SEMAINE 4

Converting Intentions into Action

Even when people already have the desired positive attitudes, positive social factors, and high perceived ability to perform the behavior—that is, even when they intend to engage in the behavior you want—even then they might fail to do so. When people have the intentions you want but aren’t acting on them, then the challenge is to get people to convert those intentions into actions. This module discusses several strategies that can encourage people to do that.

6 vidéos

Vidéo: Prompts
Vidéo: Explicit Planning
Vidéo: Inducing Guilt
Vidéo: Course Summary: Adapting to the Challenge at Hand
Vidéo: Conclusion of Course 3 with Dean Blount

Noté: Converting Intentions into Action

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Comment cela fonctionne

Coursework

Each course is like an interactive textbook, featuring pre-recorded videos, quizzes and projects.

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Créateurs

Northwestern University

Northwestern University is a private research and teaching university with campuses in Evanston and Chicago, Illinois, and Doha, Qatar. Northwestern combines innovative teaching and pioneering research in a highly collaborative environment that transcends traditional academic boundaries.

Tarification

	Acheter le cours
Accéder au contenu du cours	Disponible
Accéder au contenu noté	Disponible
Recevoir une Note Finale	Disponible
Obtenir un Certificat de Cours partageable	Disponible

Notation et examens

Note moyenne 4.5 sur 5 sur 348 notes

Good insight but content was a bit short.

Insightful tips!

this cours made me aware of certin attitudes US as human beings have and the toolbox we need to use in order to be real leaders. Read into people/consumers/peers/managers etc to correctly be perceived as a leader or a person of influence

I liked the material covered. I know it's not comprehensive, but it's a great place to start in my approach to social influence. I really appreciate that the research is clearly cited as part of the first week material. It always helps to review actual studies of the methods.

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