COMS 333

COMS 333: Persuasion

Prerequisites: COMS 130 or permission of instructor

Credit Hours: (3)

This course fosters mastery in the science of persuasion and social influence, equipping students with the knowledge and skills to change the attitudes, beliefs, and behaviors of others. The course includes an in-depth exploration of diverse theories and concepts that shed light on the mechanics of persuasion across a wide array of contexts, including interpersonal relationships, small groups, advertising, health communication, corporate communication, public relations, event planning, and social movements.

Note(s): Cultural or Behavioral Analysis designated course.

Detailed Description of Content of Course

This course teaches students how to apply various persuasion theories and strategies to change people’s beliefs, attitudes, values, and behaviors. The course covers topic and content areas that include the rhetorical and social scientific paradigms of persuasion, the elaboration likelihood model, social judgement theory, cognitive dissonance, psychological reactance, and the theory of planned behavior, Cialdini’s six principles of persuasion, and applying persuasion principles to effective message development.

Detailed Description of the Conduct of Course

This course consists of applied lectures, quizzes, class discussions, midterm and final exams, and an applied final paper. Students who successfully complete the course will have a writing sample to include in their professional portfolios.

Goals and Objectives of the Course

To develop a comprehensive understanding of the rhetorical and social scientific paradigms of persuasion.
To identify the definitional differences between beliefs, attitudes, and values, and understand the roles they serve in the persuasion process.
To apply persuasion theories and concepts to various interpersonal, professional, and societal contexts.
To grasp the concept of using ethical persuasion strategies and techniques.
To recognize and utilize the heuristic shortcuts employed by various communication experts to change consumer attitudes, values, beliefs, and behaviors.
To employ messaging strategies commonly used in popular persuasive arguments effectively.

Assessment Measures

Uses quizzes, in-class assignments, midterm and final exams, and a final paper. Students will be graded on an A, B, C, D or F grading scale.

Other Course Information

None

Review and Approval

DATE ACTION REVIEWED

David Dobkins, Chair

Bill Kennan, Chair September 2001

February 28, 2024