Fall 2002
ACS3630--Persuasion and Social Influence
Th 8:30-11:20 CEC 801
INSTRUCTOR
Ringo Ma, PhD
Office: RRS 607
Phone: 3411-7483
Office Hours: W 14:30-16:20; Th 11:30-12:30; F 10:30:-11:20
E-mail: ringoma@hkbu.edu.hk
http://hkbu.edu.hk/~ringoma/
TEXTBOOK
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Gass, Robert H., & Seiter, John S. (1999).
Persuasion, social influence, and compliance gaining. Boston: Allyn & Bacon.
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COURSE GOALS
This course examines a wide body of humanistic and social scientific literature concerning persuasion,
persuasive techniques, preventing persuasion, and ethics of persuasion.
Application of current theories of persuasion in various contexts of communication will be emphasized.
In addition, patterns of persuasion in Chinese culture will be compared with those in the West.
CLASS EXPECTATIONS
As a student in this course, you are expected to read assigned text chapter before class
discussion and to participate in graded and non-graded activities.
You should also respect other people's right to learn and restrain yourself from disruptive behaviors.
COURSE SCHEDULE
| Week | Date | Lecture Chapters/Class Activities |
| 1 | 05/09 | Orientation; Ch. 1 & 2 |
| 2 | 12/09 | Ch. 3 & 4 |
| 3 | 19/09 | Ch. 5 & 6 |
| 4 | 26/09 | Project 1 Presentation
Project I due |
| 5 | 03/10 | Ch. 7 & 8 |
| 6 | 10/10 | Ch. 9
Mid-term Exam |
| 7 | 17/10 | Ch. 10 & 11 |
| 8 | 24/10 | Reading Week |
| 9 | 31/10 | Project II Presentation
Project II due |
| 10 | 07/11 | Ch. 12 & 13 |
| 11 | 14/11 | Ch. 14 & 15 |
| 12 | 21/11 | Research for Project III |
| 13 | 28/11 | Ch. 16
Project III Presentation
Project III due |
| 14 | 05/12 | Project III Presentation
Project III due |
EXPLANATION OF PROJECTS
Project I (Individual Project): Theory in Action (10%)
- Choose five persuasive theories from the textbook.
- For each of the chosen theories, explain the theory in your own words and find an example
in your life.
Hand in both your theories and examples.
- Orally present this project in class. Your written report is due on the same day.
Project II (Group Project): Persuasion in Interpersonal Context (15%)
Present a persuader's selection for a single persuadee situation. List the following in your report:
- name of person with power to act
- response desired
- characteristics of persuader and persuadee (age, gender, occupation, religion, educational level, and other characteristics)
- source of bond between persuader and persuadee
- situation and environment chosen for the persuasive encounter (i.e., what elements will you
manipulate or create to render the environment, situation, and persuadee's mood favorable to the desired response.)
- the role of media (e-mail, mobile phone, TV, radio, etc.) in persuasion
- Orally present this project in class. Your group written report is due on the same day.
You should justify each choice in terms of theories/concepts covered in this course.
Project III (Group Project): Spin Doctors (15%)
Present a persuader's selection in a public context. List the following in your report:
- Find a person, product, or event that has become controversial or is in trouble and needs spinning. Explain why.
- How would you attempt to reshape public opinion by creating a positive image for this person, product or event.
- Based on your case, discuss the role of "spinning" in modern society, and the virtues and vices of "spinning."
- Orally present this project in class. Your group written report is due on the same day.
ATTENDANCE
Attendance is mandatory in this course. Any student who
misses more than six (6) classes, unexcused, is subject to
dismissal from the course. In addition, each absence will
result in a loss of 1%.
Two late arrivals constitute one absence.
GRADING
| Three Projects | 40% |
| Mid-term Exam | 25% |
| Final Exam | 25% |
| Attendance | 10% |