About this course: 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.

Created by: Northwestern University

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

Basic Info	Course 3 of 6 in the Organizational Leadership Specialization.
Commitment	4 weeks of study, 1-3 hours/week
Language	English
How To Pass	Pass all graded assignments to complete the course.
User Ratings	4.4 stars Average User Rating 4.4See what learners said

Syllabus

WEEK 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...

8 videos, 3 readings

Graded: Influencing Attitudes

WEEK 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 c...

4 videos

Graded: Influencing Social Factors

WEEK 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 th...

4 videos

Graded: Influencing Perceived Ability

WEEK 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...

6 videos

Graded: Converting Intentions into Action

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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.

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