PSB_321 Persuasion

Filozofická fakulta
podzim 2009
Rozsah
1/1/0. 4 kr. Ukončení: k.
Vyučující
PhDr. Pavel Humpolíček, Ph.D. (přednášející)
PhDr. Stanislav Gálik (cvičící)
Garance
PhDr. Zdenka Stránská, Ph.D.
Psychologický ústav – Filozofická fakulta
Kontaktní osoba: Jarmila Valchářová
Rozvrh
Út 16:40–18:15 K23
Předpoklady
Intermediate and higher levels of English language skills are required.
Omezení zápisu do předmětu
Předmět je určen pouze studentům mateřských oborů.

Předmět si smí zapsat nejvýše 25 stud.
Momentální stav registrace a zápisu: zapsáno: 0/25, pouze zareg.: 0/25
Mateřské obory/plány
Cíle předmětu
Student je schopen popsat a vysvětlit základné i pokročilé teorie přesvědčování. Na základě hlubšího pochopení postojů a postojové změny je schopen aplikovat tyto poznatky do praktického života. Student sa naučí přemýšlet o komunikaci novými způsobmi a na tomto základe vytvářet tvořivé přesvědčovací strategie. Velký důraz je kladen na etické otázky přesvědčování, nátlaku a manipulace. Student se naučí odhalit a lépe odolávat manipulatívním pokusům druhých osob, médií a komerčních subjektů. Důraz je kladen na vědecké poznatky z oblasti persvaze, psychologie a komunikačních studií.
Osnova
  • 1. Introduction to persuasion Persuasion fundamentals. Definition. Ethics. Historical perspectives (Aristotle, Plato, Cicero, sophists, Machiavelli, Martin Luther King, World War II and propaganda, Barack Obama, advertisement in 20th and 21st century)
  • 2. Attitude and attitude change Attitudes. Tripartite model. Attitude measurement (Likert scale, Semantic differential). Functional approach to attitudes (utilitarian, ego-defensive, value-expressive, knowledge). Implicit attitudes. Attitude-behavior consistency.
  • 3. Attitude change I. Summative model – beliefs and values (Fishbein). Theory of Reasoned Action (Fishbein, Ajzen). Theory of Planned Behavior (Ajzen). Modeling, reinforcing and change of attitudes. Social Judgment Theory (Sherif) – latitude of acceptance, latitude of rejection. Attitude accessibility.
  • 4. Attitude change II. Elaboration Likelihood model – central and peripheral routes to persuasion. Heuristic-systematic model. Classical conditioning. Emotional and logical arguments.
  • 5. Source factors Credibility - expertise, trustworthiness (knowledge bias, reporting bias), physical attractiveness, liking, similarity, closeness. Mere exposure effect. Sleeper effect. Empathy.
  • 6. Message factors Subliminal perception. Supraliminal advertising. Guilt and fear appeal. Boomerang effect. Wording and vocabulary. Inoculation theory. Priming. Framing. Narrative approach. Sensation transference. Touch transference.
  • 7. Recipient factors Self-monitoring. Cognitive dissonance theory. Self-fulfilling prophecy. Selective exposition. Selective attention. Selective perception. Selective retention.
  • 8. Universal principles of persuasion I. Reciprocity. Commitment and consistency. Social proof. Contrast effect. Mental shortcuts. Face-in-the-door-technique. Foot-in-the-door-technique. Low-balling. Informational social influence. Automatic and reasoned actions.
  • 9. Universal principles of persuasion II. Liking. Scarcity. Authority. Milgram study. Stanford prison experiment. Psychological Reactance Theory (Brehm).
  • 10. Media effects and advertising Theory of hypodermic needle. Agenda setting (McCombs, Shaw). Cultivation analysis (Gerbner). Spiral of silence (Noelle-Neumann). Two- and multi-step model of communication. Opinion leaders. Diffusion of innovations (Rogers). Fashion-permission complex (Godin). Humor and sex in advertising.
  • 11. Persuasion and nonverbal communication Haptics, proxemics, kinesic, paralanguage.
  • 12. Persuasion in society Political persuasion. Political communication. Neuromarketing. Contemporary global problems and applications of persuasion theories. Culture and persuasion.
Literatura
  • Cialdini, R. B. (2009). Influence: science and practice. Boston: Allyn & Bacon.
  • Crano, W. D., & Prislin, R. (2008). Attitudes and Attitude Change. New York: Psychology Press.
  • Perloff, R. M. (2008). The Dynamics of Persuasion. New York: Taylor & Francis Group.
  • Pratkanis, A. R., & Aronson, E. (2001). Age of Propaganda : The Everyday Use and Abuse of Persuasion. New York: W. H. Freeman / Owl Books.
  • Festinger, L., Riecken, H. W., & Schachter, S. (1956). When Prophecy Fails. New York: Harper & Row.
  • Cialdini, R. B., Wosinska, W., Barrett, D. W., Butner, J., & Gornik-Durose, M. (1999). Compliance with a request in two cultures: The Differential Influence of Social Proof and
  • Gladwell, M. (2005). Blink : the power of thinking without thinking. New York: Little, Brown and Company.
  • Levitt, S. D., & Dubner, S. J. (2005). Freakonomics: A rogue economist explores the hidden side of everything. New York: HarperCollins.
  • Gladwell, M. (2000). The Tipping Point : How Little Things Can Make a Big Difference. New York: Little, Brown and Company.
  • Dolinski, D., Nawrat, M., & Rudak, I. (2001). Dialogue Involvement as a Social Influence Technique. Personality and Social Psychology Bulletin , 27, 1395-1406.
  • Aronson, E., Wilson, T. D., & Akert, R. M. (2005). Social Psychology. New Jersey: Prentice-Hall.
  • Petty, R. E., & Cacioppo, J. T. (1986). The elaboration likelihood model of persuasion. V L. Berkowitz, Advances in experimental social psychology (Sv. 19, stránky 123-205). New York: Academic Press.
  • Wosinska, W., Cialdini, R. B., Barrett, D. W., & Reykowski, J. (2001). The Practice od Social Influence in Multiple Cultures. Mahwah, NJ: Lawrence Erlbaum Associates.
Výukové metody
The class consists of lecture and seminar. The seminar is focused on the practical applications of social-psychological phenomena. Students also participate in the interactive activities where they can observe these phenomena.
Metody hodnocení
The class is a combination of lecture and interactive seminar. Active participation of students is required. Students are also required to attend at least 60% of classes. During the semester, there will be two open-note exams and two group exams. At the end of the semester, every student will give a short presentation about any issue that he or she is interested in. Student needs to acquire at least 70% score from each exam in order to pass the course.
Vyučovací jazyk
Angličtina
Další komentáře
Studijní materiály
Předmět je vyučován každý semestr.
Předmět je zařazen také v obdobích jaro 2010.