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Bachelor	TR-NQF-HE: Level 6	QF-EHEA: First Cycle	EQF-LLL: Level 6

Course Introduction and Application Information

Course Code	Course Name	Semester	Theoretical	Practical	Credit	ECTS
ADV2615	Persuasion	Fall	3	0	3	7

Basic information

Language of instruction:	English
Type of course:	Must Course
Course Level:	Bachelor’s Degree (First Cycle)
Mode of Delivery:	Face to face
Course Coordinator :	Prof. Dr. YEŞİM ULUSU
Course Lecturer(s):	Dr. Öğr. Üyesi NESLİHAN UYSAL Dr. Öğr. Üyesi GÜL ŞENER
Recommended Optional Program Components:	None
Course Objectives:	The main objective of the course is to provide students with a solid grounding in theories, principles, and strategies of social influence and persuasion as they apply to everyday contexts in which influence attempts take place. We'll explore this subject from a scientific and psychological perspective. We'll learn basic, effective persuasion tactics that are effective in changing attitudes and behaviors in a variety of situations. Students should gain familiarity with findings from empirical investigations on persuasion, social influence, and compliance gaining, and will learn about strategies and techniques of persuasion relating to a wide variety of real-life communication contexts, situations. and settings.

Learning Outcomes

The students who have succeeded in this course;
Upon the completion of this course, students will be able to:
1. Develop a basic understanding of persuasion as a communication tool and its boundaries;
2. Identify key theories of persuasion;
3. Explain how cognitive processing of persuasive messages occur;
4. Describe an attitude, its structure and its functions;
5. Develop competencies in understanding psychological dynamics behind the acceptance of a persuasive message;
6. Assess the effects of confirmity and influence in groups and how they apply to persuasion;
7. Identify the concept compliance gaining and how it can be achieved in various communication contexts;
8. Explain the main components of the concept of credibility and understand its centrality for brand communication;
9. Identify persuasive tactics used in advertising and marketing.

Course Content

This course will cover the basic persuasion theories. Also as foundations of these theories, belief, attitude, behavior related theories will be examined.

Weekly Detailed Course Contents

Week	Subject	Related Preparation
1)	Orientation • Meet-up • Syllabus Review • Course requirements
2)	What constitutes persuasion? - Definition of persuasion and limiting criteria	Students are expected to read Chapter 1-2 before attending the online class
3)	What constitutes persuasion? - The Elaboration Likelihood Model - The Heuristic Systematic Model - The Unimodel of Persuasion
4)	Attitudes and Consistency - What is an attitude? - Basic functions of attitudes (Katz)	Students are expected to read Chapter 3 before attending the online class
5)	Attitudes and Consistency - The Reasoned Action Approach
6)	Attitudes and Consistency - Psychological Consistency - Cognitive Dissonance Theory
7)	Credibility - Defining credibility - Primary and secondary dimensions of credibility -The sleeper effect	Students are expected to read Chapter 4 before attending the online class
8)	MIDTERM
9)	Conformity and Influence in Groups - Conformity as persuasion - Identification and reference groups - Deindividuation, social loafing, and social facilitation	Students are expected to read Chapter 6 before attending the online class
10)	Structuring and ordering persuasive messages - Gain-framed vs. loss-framed messages - Quantity vs. quality of arguments - Repetition and mere exposure	Students are expected to read Chapter 9 before attending the online class
11)	Structuring and ordering persuasive messages - Primacy and recency effects - Inoculation, Message Sidedness and Forewarning
12)	Compliance Gaining - Definition - Situational factors affecting compliance gaining behavior	Students are expected to read Chapter 10 before attending the online class
13)	Motivational Appeals - Logical and Emotional Appeals - Fear appeals - Humorous appeals	Students are expected to read Chapter 13 before attending the online class
14)	Motivational Appeals - Sex appeals - Pride and Patriotism - Ingratiation

Sources

Course Notes / Textbooks:

Required reading :
Persuasion, Social Influence, and Compliance Gaining (Fourth Edition)
Jennifer Acosta-Licea (California State University, Fullerton)
Robert H. Gass (California State University, Fullerton)
John S. Seiter (Utah State University)

References:

Recommended reading:
1. Türkleri İkna Etmenin İncelikleri (Mehmet Auf) Kapital Kitapları
2. Kelimelerle İkna Etmenin Yolları (Joe Vitale) MediaCat Kitapları
3. Sözlü Dövüş Kibarca İkna Sanatı (Jerry B. Jenkins, George Thompson) Koridor Yayıncılık
4. İknanın Psikolojisi (Robert B. Cialdini; Çeviren: Fevzi Yalım) MediaCat Kitapları
5. Başkalarını Sizin Gibi Düşünmeye Nasıl İkna Edersiniz? (Kevin Hogan)
6. Evet! İkna Etmenin Bilimsel Olarak Kanıtlanmış 50 yolu
7. (İbrahim Şener)

Evaluation System

Semester Requirements	Number of Activities	Level of Contribution
Attendance	14	% 10
Quizzes	4	% 10
Homework Assignments	2	% 20
Midterms	1	% 20
Final	1	% 40
Total		% 100
PERCENTAGE OF SEMESTER WORK		% 60
PERCENTAGE OF FINAL WORK		% 40
Total		% 100

ECTS / Workload Table

Activities	Number of Activities	Duration (Hours)	Workload
Course Hours	13	3	39
Study Hours Out of Class	13	6	78
Presentations / Seminar	6	3	18
Homework Assignments	2	5	10
Quizzes	4	4	16
Midterms	1	4	4
Final	1	4	4
Total Workload			169

Contribution of Learning Outcomes to Programme Outcomes

No Effect	1 Lowest	2 Low	3 Average	4 High	5 Highest

	Program Outcomes	Level of Contribution
1)	To be able to apply theoretical concepts related to mass communication, consumer behavior, psychology, persuasion,sociology, marketing, and other related fields to understand how advertising and brand communication works in a free-market economy.	4
2)	To be able to critically discuss and interpret theories, concepts, methods, tools and ideas in the field of advertising.	3
3)	To be able to research, create, design, write, and present an advertising campaign and brand strategies of their own creation and compete for an account as they would at an advertising agency.	2
4)	To be able to analyze primary and secondary research data for a variety of products and services.	2
5)	To be able to develop an understanding of the history of advertising as it relates to the emergence of mass media outlets and the importance of advertising in the marketplace.	2
6)	To be able to follow developments, techniques, methods, as well as research in advertising field; and to be able to communicate with international colleagues in a foreign language. (“European Language Portfolio Global Scale”, Level B1)	2
7)	To be able to take responsibility in an individual capacity or as a team in generating solutions to unexpected problems that arise during implementation process in the Advertising field.	4
8)	To be able to understand how advertising works in a global economy, taking into account cultural, societal, political, and economic differences that exist across countries and cultures.	3
9)	To be able to approach the dynamics of the field with an integrated perspective, with creative and critical thinking, develop original and creative strategies.	2
10)	To be able to to create strategic advertisements for print, broadcast, online and other media, as well as how to integrate a campaign idea across several media categories in a culturally diverse marketplace.	3
11)	To be able to use computer software required by the discipline and to possess advanced-level computing and IT skills. (“European Computer Driving Licence”, Advanced Level)	2
12)	To be able to identify and meet the demands of learning requirements.	5
13)	To be able to develop an understanding and appreciation of the core ethical principles of the advertising profession.	3