The University of Texas at Austin Department of Advertising ADV 382J, Theories of Persuasive Communication Unique Number 72633, Summer 2011

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1 The University of Texas at Austin Department of Advertising ADV 382J, Theories of Persuasive Communication Unique Number 72633, Summer 2011 Professor: Geraldine Rosa Henderson, Ph.D. Office Hours: Office: WWH Room 402 via , anytime or via Skype appointment, otherwise Phone: Teaching Assistant: Amber Chenevert Office Hours: Office: TBD via , anytime or via Skype appointment, otherwise Class Meetings: Online only via Adobe Connect Pro and Blackboard Course Objectives and Materials: This course presents graduate students with the foundations of theoretical approaches to advertising. It covers both background material from the behavioral sciences, marketing, advertising, and communications. Course Evaluation is as follows: Theories Modules 5% per) 70% Magazine Article 30% Total 100% Theories Modules Each module consists of readings, a powerpoint presentation, and a review quiz. Students should first read the required article(s). After reading ALL of the required articles, students should then view the review powerpoint which will be followed by a review quiz. You will only be allowed to take the quiz once so be sure to be prepared for this quiz when you do so. Also, if you haven t taken the quiz 11:59pm on the due date, you will forfeit your ability to do so. You make take them as early as possible but once they expire, however once the deadline passes, there is NO makeup for these review quizzes. Magazine Article Just as Malcolm Gladwell (1997) summarized the work of Joan Meyers Levy (1989) for the New Yorker, you are to summarize the work of one set of required articles (as assigned by Professor Henderson). These articles should be written at the level of the normal readership for Marketing Management magazine and not contain too much academic jargon, statistics, or procedures. Instead, you should use narrative and live cases to make your ideas come to life. These articles are due by 11:59pm on Wednesday July 6, Each student is required to maintain the standards of integrity set forth in the UT Page 1 of 8

2 General Information Bulletin and/or the pamphlet on Scholastic Dishonesty. All papers submitted by students must be their original and sole creation and should follow the general style guidelines set forth by Marketing Management including appropriate references and citations. My Background It is useful to tell you a bit about my background since it affects how and what I teach. Here is my official bio: GERALDINE R. HENDERSON ( Gerri ) Biographical Information Associate Professor. Ph.D. Marketing, Northwestern University Kellogg Graduate School Management. MBA, Marketing and Organizational Behavior, Northwestern University Kellogg School Management. B.S. Electrical Engineering, Purdue University. She was formerly on the faculty at Duke University s Fuqua School of Business and Howard University s School of Business. She has also taught at Northwestern University s Kellogg School of Management, Stanford University s Graduate School of Business, The University of Virginia s Darden Graduate School, Thunderbird: The Garvin School of International Management, and in Executive Education at both Duke University (Fuqua) and UCLA (Anderson). Courses taught include Theories of Persuasion, Marketing Management, Marketing Strategy, Consumer Behavior, Brand Management, Integrated Communications Management, and the Global Academic Travel Experience (GATE) to Southern Africa. Her primary areas of research include branding, marketplace diversity (also known as multicultural marketing), urban marketing, and consumer networks (cognitive and social). Her research has been published in several outlets including the Journal of Advertising, the International Journal of Research in Marketing and the European Journal of Operational Research. Prior to pursuing her Ph.D., she worked for several years at IBM in Relationship Marketing (specializing in the Healthcare, Insurance, and Pharmaceutical Industries) and briefly in Brand Management at Kraft Foods. Page 2 of 8

3 Summary of Class Schedule and Reading Assignments* *Required readings will be posted via Blackboard along with optional but recommended reading. Note: This is a "dynamic document." It is subject to "forward-from-now" changes/updates. I may change reading assignments and discussion topics here and there. However, the basis upon which you will be evaluated should not change. June 3, 2011 Course Introduction Overview of Readings, Syllabus, and Assignments Meyers-Levy, Joan (1989), Gender Differences in Information Processing, in Patricia Cafferata and Alice M. Tybout (eds.), Cognitive and Affective Responses to Advertising, Chapter 10, Gladwell, Malcolm (1997), Annals of Style: Listening to Khakis: What America s Most Popular Pants Tell Us about the Way Guys Think, The New Yorker, July. June 6, 2011 Theory and/or Practice? Beard (2002),"Peer Evaluation and Readership of Influential Contributions to the Advertising Literature, Journal of Advertising, Winter, , Chapter 1, 1-7. Chapter 2, McQuail, Dennis (1994), "Introduction: The Rise of Mass Media of Communication," in Dennis McQuail, Mass Communication Theory, Chapter 1, Fox, Stephen, R. (1984). The Mirror Makers: A History of American Advertising and its Creators. New York: Morrow, Chs June 8, 2011 Advertising Criteria Integration Theory Barry (1987), "The Development of the Hierarchy of Effects: An Historical Perspective," in Current Issues and Research in Advertising, Lavidge and Steiner (1961), "A Model for Predictive Measurements of Advertising Effectiveness," Journal of Marketing, (October), Page 3 of 8

4 Palda, Kristian (1966), "The Hypothesis of a Hierarchy of Effects: A Partial Evaluation," Journal of Marketing Research, (February 1966), Vaughn (1986), "How Advertising Works: A Planning Model, " Journal of Advertising Research, (Feb/Mar), pp , 60, 62, Packard, Vance (1957), The Hidden Persuaders, Pocket Books: New York, Chapter 3, Severin and Tankard (1997), "Theories of Persuasion," in Severin and Tankard, Communication Theories, 4th edition, Chapter 9, June 10, 2011 Mass Communication Theory Severin and Tankard (1997), "Introduction to Communication Theory," in Severin and Tankard, Communication Theories, 4th edition, Chapter 1, McQuail (1994), "Concepts and Models," in Mass Communication Theory, 3rd edition, Chapter 2, Chapter 4, Chapter 5, Chapter 6, June 13, 2011 Effects Theory McQuail (1994), "Part VI: Effects," in Mass Communication Theory, 3rd edition, Chapter 13, Fox, The Mirror Makers, Chs Leventhal and Cameron (1994), "Persuasion and Health Attitudes," in Shavitt and Brock, Persuasion, Bettinghaus (1980), "Structuring Messages and Appeals," in Bettinghaus, Persuasive Communication, 3rd edition, Chapter 7, June 15, 2011 Functional Theory Severin and Tankard (1997), "Uses of Mass Media," in Severin and Tankard, Communication Theories, 4th edition, Chapter 15, Page 4 of 8

5 Katz (1973), "The Two-Step Flow of Communication: An Up-to-date Report of an Hypothesis," in Enis and Cox (eds.), Marketing Classics, McQuail, Dennis (1994), "Part V: Audiences--The Social Character of Audience Experience," in Mass Communication Theory, 3rd edition, Chapter 12, Severin and Tankard (1997), "Mass Media and Interpersonal Communication," in Severin and Tankard, Communication Theories, 4th edition, Chapter 11, Fox, The Mirror Makers, Chs June 17, 2011 Diffusion Theory Rogers (1976), "New Product Adoption and Diffusion," Journal of Consumer Research, 2, Frenzen, Jonathan and Kent Nakamoto (1993), Structure, Cooperation, and the Flow of Market Information, Journal of Consumer Research, 20 (3), December, Chapter 7, Chapter 8, , , June 20, 2011 Cultivation Theory and Agenda Setting Theory Ghorpade (1986), "Agenda Setting: A Test of Advertising's Neglected Function", Jounal of Advertising Research (August/September), Potter, W. James (1986), Perceived Reality and the Cultivation Hypothesis, Journal of Broadcasting & Electronic Media, 30 (2), Spring, Severin and Tankard (1997), "Agenda Setting," in Severin and Tankard, Communication Theories, 4th edition, Chapter 12, , , Page 5 of 8

6 13, , June 22, 2011 Attitude Theory Severin and Tankard (1997), "Cognitive Consistency and Mass Communication," in Severin and Tankard, Communication Theories, 4th edition, Chapter 8, Kelman (1961), "Process of Opinion Change," Public Opinion Quarterly, 25, Zajonc (1960), "The Concepts of Balance, Congruity and Dissonance," Public Opinion Quarterly, 24, Ostrom, et al. (1994), "Attitude Scales: How We Measure the Unmeasurable," in Shavitt and Brock, Persuasion, 1994, Chapter 2, Cacioppo, et al. (1994), "Psychophysiological Approaches to Attitudes," in Shavitt and Brock, Persuasion, 1994, Chapter 3, Fazio and Roskos-Ewoldsen (1994), "Acting as We Feel: When and How Attitudes Guide Behavior," in Shavitt and Brock, Persuasion, 1994, Chapter 4, Cooper and Scher (1994), "When Do Our Actions Affect Our Attitudes?," in Shavitt and Brock, Persuasion, 1994, Chapter 5, June 24, 2011 Information Processing Severin and Tankard (1997), "The Role of Perception in Communication," in Severin and Tankard, Communication Theories, 4th edition, Chapter 4, Packard, Vance (1957, The Hidden Persuaders, Pocket Books, New York, 1957, Chapter 15, , Chapter 16, Anand, Punam and Brian Sternthal (1989), Strategies for Designing Persuasive Messages: Deductions from the Resource Matching Hypothesis, in Patricia Cafferata and Alice M. Tybout (eds.), Cognitive and Affective Responses to Advertising, Chapter 8, June 27, 2011 Low Involvement Theory Page 6 of 8

7 Krugman (1965), "The Impact of Television Advertising: Learning Without Involvement," Public Opinion Quarterly, 29, Ray and Sawyer (1971), "Repetition in Media Models: A Laboratory Technique," Journal of Marketing Research, 8 (Feb), , , Chapter 18, , June 29, 2011 Elaboration Likelihood Model and Cognitive Response Theory 20, , Petty, Cacioppo, and Schumann (1983), "Central and Peripheral Routes to Advertising Effectiveness: The Moderating Role of Involvement," Journal of Consumer Research, 10 (September), Wright, Peter (1980), "Message-evoked Thoughts: Persuasion Research Using Thought Verbalizations," Journal of Consumer Research, 7 (September), Gladwell, Malcolm (1999), "Annals of Advertising, True Colors (Shirley Polykoff)," The New Yorker, March 22, 1999, July 1, 2011 Motivation and Emotion Theories / Nonverbal Communication 22, Gardner (1985), "Mood States and Consumer Behavior: A Critical Review," Journal of Consumer Research, 12 (December), Holbrook and O'Shaughnessy (1984), "The Role of Emotion in Advertising," Psychology and Marketing, 1, Stout and Leckenby (1986), "Measuring Emotional Response to Advertising," Journal of Advertising, 15, Packard, Vance (1957), The Hidden Persuaders, New York, NY: Pocket Books, Chapter 23, Page 7 of 8

8 July 6, 2011 Course Summary Page 8 of 8