Persuasion and Perception

Course Code:

COMM 324

Course Type:

Elective

P:

3

Lab:

0

Credits:

3

ECTS:

5

Course Language:

English

Courses given by:

Recep Mahmut OKTAY

Course Objectives:

To reveal that comprehension and interpretation of messages within the framework of perception are influenced by social and cultural references as well as personal beliefs, and to display that decisions and behaviours are shaped by both rational and irrational thinking; to evaluate the potential of impacting and manipulating the target audience within the scope of advertising, public relations, newsmaking and marketing by examining various persuasion theories.

Course Content:

Perception, selective processes, the impact of the message characteristics on perception; relations between perceptions-beliefs-attitudes; effects of different persuasion theories on perceptions; analyzing advertising, public relations, newsmaking, marketing messages from the point of view of informing versus manipulation, and the difference between them.

Course Methodology:

1-Lecture 2- Interactive Lecture 6- Case Study 7 15- Assignment

Course Evaluation Methods:

A-Testing C- Homework E- Project / Design

Vertical Tabs

Course Learning Outcomes

Learning Outcomes	Program Learning Outcomes	Teaching Methods	Assessment Methods
1) Examines perception and the selective processes related to it.	1, 3, 8, 9, 10	1,2,6,15	A,E,C
2) Examines the impact of personal beliefs and the social-cultural filters which constitute perceptions.	1, 3, 8, 9, 10	1,2,6,15	A,E,C
3) Examines the concept of perception and its role in the marketing/advertising process and brand formation.	1, 3, 7, 8, 9, 10	1,2,6,15	A,E,C
4) Analyzes the persuasion concept and the persuasion theories which are formed in the context of communicational/sociological theories.	1, 3, 8, 9, 10	1,2,6,15	A,E,C
5) Examines consumer attitudes in the light of persuasion theories, and attitude theories and practice.	1, 3, 7, 8, 9, 10	1,2,6,15	A,E,C
6)Analyzes and interprets the difference between information and manipulation. 7) Puts forward the basic clues in the formation of a persuasion ethics.	1, 3, 7, 8, 9, 10	1,2,6,15	A,E,C

Course Flow

COURSE CONTENT
Week	Topics	Study Materials
1	Introduction , basic concepts of persuasion	Printed and visual materials
2	The concepts of perception, selective processes, process of decision making.	Printed and visual materials
3	Attitudes, how they are formed and changed: Persuasion theories	Printed and visual materials
4	The Elaboration Likelihood Theory and its impact on consumer thought	Printed and visual materials
5	The Social Judgement Theory and its impact on consumer thought	Printed and visual materials
6	The Narrative Paradigm Model and its impact on consumer thought	Printed and visual materials
7	Midterm Examination
8	The Cognitive Dissonance Theory and its impact on consumer thought	Printed and visual materials
9	The Psychological Reactance Theory and its impact on consumer thought	Printed and visual materials
10	The Theory of Spiral of Silence, and its impact on consumer thought	Printed and visual materials
11	The Problematic Integration Theory and its impact on consumer thought	Printed and visual materials
12	The Reinforcement Theory and its impact on consumer thought	Printed and visual materials
13	The Theory of Reasoned Action and its impact on consumer thought	Printed and visual materials
14	The Communication Accommodation Theory and its effect on persuasion	Printed and visual materials
15	Summary of the course and questions.
16	Final Examination

Recommended Sources

RECOMMENDED SOURCES
Textbook	Daniel J. O’Keefe, Persuasion: Theory and Research, Sage Publ., 2002
Additional Resources	Herbert W. Simmons, J.G. Jones, *Persuasion in Society, Routledge, 2011. Richard M. Perloff, The Dynamics of Persuasion*, Routledge, 2010.

Material Sharing

MATERIAL SHARING
Documents	Course notes (Printed)
Assignments
Exams	Midterm, Project Presentation and Final Examination.

Assessment

ASSESSMENT
IN-TERM STUDIES	NUMBER	PERCENTAGE
Mid-terms	1	60
Assignment	4	40
Project and presentation	Opinion formation about the student, and extra grading.
Total		100
Contribution of Final Examination to Overall Grade		60
Contribution of In-Term Studies to Overall Grade		40
Total		100

COURSE CATEGORY

Elective Courses

Course’s Contribution to Program

COURSE CONTRIBUTION TO PROGRAM
No	Program Learning Outcomes	Contribution
No	Program Learning Outcomes	1	2	3	4	5
1	Students demonstrate knowledge on market segmentation, are able to follow the trends in consumer behavior, and create effective advertising messages suitable for target audiences					x
2	Students design advertisements suitable for both traditional and digital media.
3	Students gain awareness and knowledge on interdisciplinary subjects that are beneficial both for their professional and intellectual lives.					x
4	Students demonstrate knowledge of the campaign processes in written, audio-visual, electronic, and outdoor advertising media. They plan and manage campaigns in accordance with national and international standards.
5	Students demonstrate knowledge of the research methods related to the field of advertising and are able to use the obtained data to evaluate results in campaign processes.
6	Students create and lead media strategies in the field of advertising.
7	Students abide by universal values, law and ethical principles.					x
8	Students follow the developments in the fields with the awareness of lifelong learning and entrepreneurial approach. They are self-confident in communicating with institutions and persons and suggest solutions to problems independently or as team members.				x
9	Students adopt the critical approach in evaluating knowledge and skills related to the field.			x
10	Students demonstrate knowledge and understanding of the concepts and models related to the field.					x

ECTS

ECTS ALLOCATED BASED ON STUDENT WORKLOAD BY THE COURSE DESCRIPTION
Activities	Quantity	Duration (Hour)	Total Workload (Hour)
Course Duration	14	3	42
Hours for off-the-classroom study (Pre-study, practice)	14	4	56
Assignment	4	5	20
Final	1	2	2
Total Work Load			120
Total Work Load / 25 (h)			4,8
ECTS Credit of the Course			5

None

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