Об этом курсе: 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.

Автор: Northwestern University

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

Основные сведения	Course 3 of 6 in the Organizational Leadership Specialization
Выполнение	4 weeks of study, 1-3 hours/week
Язык	English
Как пройти курс	Чтобы пройти курс, выполните все оцениваемые задания.
Оценки пользователей	4.5 звезды Средняя оценка пользователей: 4.5Посмотрите, что пишут учащиеся

Программа курса

НЕДЕЛЯ 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 видео, 3 материалов для самостоятельного изучения

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

Оцениваемый: Influencing Attitudes

НЕДЕЛЯ 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 видео

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

Оцениваемый: Influencing Social Factors

НЕДЕЛЯ 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 видео

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

Оцениваемый: Influencing Perceived Ability

НЕДЕЛЯ 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 видео

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

Оцениваемый: Converting Intentions into Action

Часто задаваемые вопросы

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Можно ли получить финансовую помощь?

Как это работает

Trabalho

Cada curso é como um livro didático interativo, com vídeos pré-gravados, testes e projetos.

Ajuda dos seus colegas

Conecte-se com milhares de outros aprendizes, debata ideias, discuta sobre os materiais do curso e obtenha ajuda para dominar conceitos.

Certificados

Obtenha reconhecimento oficial pelo seu trabalho e compartilhe seu sucesso com amigos, colegas e empregadores.

Авторы

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.

Стоимость

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Earn a shareable Course Certificate	Доступен

Рейтинги и отзывы

Оценка 4.5 из 5 по 335 отзывам

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.

Great course, describes and prescribes different strategies based on who you're negotiating with and their perspective. However I will say that this course lacks the onscreen prompts for descriptions or guidelines on the individual strategies as opposed to the preceding 2 courses.