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 | Курс 3 из 6 — 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 |
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 материала для самостоятельного изучения
- Reading: Meet your Professor
- Reading: Course Grading and Logistics
- Reading: 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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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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Рейтинги и отзывы
A very inspiring course, not only providing a great toolbox for leaders, but also people who try to communicate and convince others.
Very interesting, straightforward and useful. I really enjoyed the learning which I will surely apply immediately on my professional activities.
Good insight but content was a bit short.
Coursera делает лучшее в мире образование доступным каждому, предлагая онлайн-курсы от ведущих университетов и организаций.
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DK
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.