Dr. Gass
HCOM 535
Spring 2008
Objective: Your goal is to select an established line of research in the fie=
ld
of persuasion, social influence, or compliance gaining, and examine a
particular controversy within that line of research. The controversy may involve ambigu=
ities
in a theory or model, inconsistencies in research findings, competing
explanations of how or why a given strategy works, or uncertainties surroun=
ding
the applicability of certain principles and processes to the real world.
Examples: By way of example, there is a controversy over whether, and how w=
ell,
Petty & Cacioppo’s Elaboration Likeli=
hood
Model accounts for “simultaneous processing” of persuasive
messages. There is also a
controversy over the benefits of dual processing models of persuasion, such=
as
the ELM and HSM, in comparison to Kruglanski &a=
mp;
Thompson’s “Unimodel” of
persuasion. As another exampl=
e,
there is an ongoing debate over what, and how many, primary dimensions of
credibility exist. There is continuing controversy over whether females are
more susceptible to influence attempts than males. There is controversy over the natu=
re of
subliminal influence or perception without awareness. There is disagreement as to which
explanation best accounts for the success of the Foot in the Door and the D=
oor
in the Face strategies. There=
is a
lack of agreement over which strategies and tactics are culture specific and
which work well across different cultures.=
There is also disagreement over the importance of demographic differ=
ences
in relation to individual differences, as well as the role of
“traits” versus “states” in terms of receivers̵=
7;
susceptibility to influence. =
There
are also a number of ethical issues associated with the use of certain
strategies such as deception or fear appeals. These examples illustrate just som=
e of
the many controversies surrounding research on persuasion. Gass & Seiter (2007) and Seiter
& Gass (2004) identify many other controversies and inconsistencies in =
the
persuasion literature.
Parameters: After examining and analyzing the controversy, try to resolve or
reconcile the controversy, uncertainties, or inconsistencies you have
identified. You may not have =
the
answer, but try to offer an educated guess as to how the controversy might =
be
settled. Suggest additional
directions for research if needed.
Your paper should be approximately 5-8 pages in length, typed,
double-spaced, not counting references. This paper represents 15% of=
your
course grade.
Format and Writing Style: Your paper should demonstrate that you posse=
ss
graduate level writing ability. Your writing should also display your abili=
ty
to understand theories, grasp complex concepts, recognize interrelationship=
s,
and generate original insights and analysis. You should proof-read your paper f=
or
grammatical and typographical errors.
Your paper should conform to the guidelines set forth in the APA sty=
le
manual.