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.
Ce cours fait partie de la Spécialisation Organizational Leadership
Leadership Through Social Influence
proposé par
À propos de ce cours
4.5
419 notes
Compétences que vous acquerrez
CommunicationNegotiationLeadershipCommunications Management
Programme du cours : ce que vous apprendrez dans ce cours
Semaine
1Influencing 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 (Total 39 min), 3 lectures, 1 quiz
8 vidéos
Compliance, Persuasion, and Message Adaptation5 min
Four Persuasion Challenges5 min
Influencing Attitudes: Module Introduction56s
Consequence-Based Arguments5 min
Consequence Desirability6 min
Consequence Likelihood6 min
Addressing Counterarguments6 min
3 lectures
Meet your Professor10 min
Course Grading and Logistics10 min
References and Optional Readings10 min
1 exercice pour s'entraîner
Influencing Attitudes10 min
Semaine
2Influencing 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 (Total 16 min), 1 quiz
4 vidéos
Changing Descriptive Norms5 min
De-emphasizing Prescriptive Norms4 min
Changing Prescriptive Norms5 min
1 exercice pour s'entraîner
Influencing Social Factors8 min
Semaine
3Influencing 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 (Total 20 min), 1 quiz
4 vidéos
The Importance of Perceived Ability5 min
Removing Obstacles6 min
Rehearsal and Modeling6 min
1 exercice pour s'entraîner
Influencing Perceived Ability8 min
Semaine
4Converting 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 (Total 24 min), 1 quiz
6 vidéos
Prompts5 min
Explicit Planning5 min
Inducing Guilt6 min
Course Summary: Adapting to the Challenge at Hand3 min
Conclusion of Course 3 with Dean Blount1 min
1 exercice pour s'entraîner
Converting Intentions into Action8 min
4.5
88 avis25%
a commencé une nouvelle carrière après avoir terminé ces cours
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Meilleurs avis
par DK•Jul 30th 2018
I found Professor O’Keefe's insights and his storytelling to be highly engaging. His videos helped me see new ways I can help my colleagues seize new opportunities to help our team. Thank you.
par TH•Feb 3rd 2016
Excellent, the entire presentation held together well. It built on itself and the result was a cohesive sense of understanding. This is how it's done, Northwestern. This is how it's done.
Enseignant
Daniel J. O’Keefe
Owen L. Coon ProfessorDepartment of Communication Studies, School of Communication
À propos de 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.
À propos de la Spécialisation Organizational Leadership
Equip yourself to successfully lead organizations through clarity of purpose and effective collaboration — by building and motivating teams; designing and delivering powerful stories; developing strategies to appropriately influence; understanding underlying customer analytics and applying innovative approaches to deliver impact.
How do aspiring managers succeed in an ever-changing business environment? How do they lead different groups to action? This specialization equips aspiring managers to lead change and leverage different roles and functions within for-profit institutions to create lasting value in the marketplace. Throughout the five courses, we will explore how great leaders assess themselves and lead collaborative teams that effectively manage negotiations and conflict. We will discover how leaders communicate through storytelling and employ other communication strategies to influence. Furthermore, we will learn how organizations start with the clarity of purpose that comes from an understanding of customers’ needs, including leveraging data analytics, and use that focus to drive the design of products and services to meet those needs effectively. At the end of the coursework, students will create a capstone project that allows them to apply what they have learned.
Each of the individual courses can be audited for free: 1-High Performance Collaboration: Leadership, Teamwork, and Negotiation, 2-Leadership Communication for Maximum Impact: Storytelling, 3-Leadership Through Social Influence, 4-Leadership Through Marketing, 5-Leadership Through Design Innovation.
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