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.
Этот курс входит в специализацию ''Специализация Руководство организацией'
Leadership Through Social Influence
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Программа курса: что вы изучите
Неделя
11 ч. на завершение
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 ((всего 39 мин.)), 3 материалов для самостоятельного изучения, 1 тест
8 видео
Compliance, Persuasion, and Message Adaptation5мин
Four Persuasion Challenges5мин
Influencing Attitudes: Module Introduction56
Consequence-Based Arguments5мин
Consequence Desirability6мин
Consequence Likelihood6мин
Addressing Counterarguments6мин
3 материала для самостоятельного изучения
Meet your Professor10мин
Course Grading and Logistics10мин
References and Optional Readings10мин
1 практическое упражнение
Influencing Attitudes10мин
Неделя
224 минуты на завершение
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 ((всего 16 мин.)), 1 тест
4 видео
Changing Descriptive Norms5мин
De-emphasizing Prescriptive Norms4мин
Changing Prescriptive Norms5мин
1 практическое упражнение
Influencing Social Factors8мин
Неделя
328 минуты на завершение
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 ((всего 20 мин.)), 1 тест
4 видео
The Importance of Perceived Ability5мин
Removing Obstacles6мин
Rehearsal and Modeling6мин
1 практическое упражнение
Influencing Perceived Ability8мин
Неделя
41 ч. на завершение
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 ((всего 24 мин.)), 1 тест
6 видео
Prompts5мин
Explicit Planning5мин
Inducing Guilt6мин
Course Summary: Adapting to the Challenge at Hand3мин
Conclusion of Course 3 with Dean Blount1мин
1 практическое упражнение
Converting Intentions into Action8мин
4.6
Рецензии: 9725%
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получил значимые преимущества в карьере благодаря этому курсу
Лучшие рецензии
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.
Amazing course! The teacher is great and highly skilled. There is a lot of example from studies to help you understand course concepts. The course is crystal clear and really easy to follow.
Преподаватели
Daniel J. O’Keefe
Owen L. Coon ProfessorDepartment of Communication Studies, School of Communication
О Северо-Западный университет
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.
О специализации ''Руководство организацией'
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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