MMC 6936

Advanced Seminar in Experimental Methods in Mass Communication

Section: 4973 Room: Weimer 1090 Tuesday Per 11-E2 (6:15-9:10)

Instructor: Michael Weigold weigold@live.com 2-8199 Office: Thursday Per: 6-7

This is an advanced seminar in using experimental methods in mass communication research. By the end of the semester you will have experience in:

· Reading and understanding experiments in the research literature

· Understanding essential aspects of experimental research

· Analyzing experimental data using SPSS for Windows

· Planning, executing, and writing up an experiment

The course uses the technique of integrating lectures with readings. The readings are listed below in the calendar for the class. Generally you will have no more than one reading per class. It is important that you take time to read each week’s assignment carefully! I will be asking detailed questions about the reading in class.

Each reading is paired with lecture materials and is meant to help illustrate specific topics related to experiments. The lectures are designed to give you an understanding of the experimental method.

You will also have SPSS assignments. These should be completed in our labs as homework. The assignments are meant to help you become comfortable conducting and interpreting results from experimental data analysis.

Finally, you will have a semester-long research project based on experimental data. You will work in a small team (2-3 persons) do conduct experimental research. The research will deal with happiness, either as an independent or as a dependent variable. An example of this research can be found in our Week 2 reading (Raghunathan & Irwin, 2001).

You will do an experiment and have the results ready for the April 1 AEJMC deadline. You do not have to submit your paper to AEJMC if you do not wish to. But you must have the paper finished by the deadline.

Grades:

· Class contributions based on readings 20%

· SPSS homework 20%

· Semester paper 60%

Calendar

1/5	First class: Overview Reading: None
1/12	Lecture: Experiments, correlational studies, and quasi-experiments Reading: Raghunathan, R. & J. R. Irwin (2001). Journal of Consumer Research, 28, 355-368.
1/19	Lecture: Problems with experiments in the social sciences Reading: Festinger, L., & J. M. Carlsmith (1959). Cognitive consequences of forced compliance. Journal of Abnormal and Social Psychology, 58, 203-210.
1/26	Lecture: Ethical issues Reading: Milgram, S. (1965). Some conditions of obedience and disobedience to authority. Human Relations, 18, 57-76.
2/2	Lecture: Deception Reading: Schlenker, B. R. & M. F. Weigold (1990). Self-consciousness and self-presentation: Being autonomous versus appearing autonomous. Journal of Personality and Social Psychology, 59, 820-828.
2/9	Lecture: The independent variable Reading: Mischel, W., Y. Shoda, & M. L. Rodriguez (1989). Delay of gratification in children. Science, 244, 933-938.
2/16	Lecture: The dependent variable Reading: Regan, D. T. (1971). Effects of a favor and liking on compliance. Journal of Experimental Social Psychology, 7, 627-639.
2/23	Lecture: Setting the stage Reading: Kallgren, C. A., R. R. Reno, & R. B. Cialdini (2000). A focus theory of normative conduct: When norms do and do not affect behavior. Personality and Social Psychology Bulletin, 26, 1002-1012.
3/2	Lecture: Experimental design Reading: Liu, W., & J. Aaker (2008). The happiness of giving: The Time-ask effect. Journal of Consumer Research, 35, 543-557.
3/8	Spring Break
3/15	Lecture: Avoidance of bias Readings: Orne, M. T. (1962). On the social psychology of the psychological experiment: With particular reference to demand characteristics and their implications. American Psychologist, 17, 776-783. AND Weber, S.. J., & T. D. Cook. (1972). Subject effects in laboratory research: An examination of subject roles, demand characteristics, and valid inference. Psychological Bulletin, 77, 273-295.
3/22	Lecture: Post-experimental interview Reading: Burnkrant, R. E., & A. Cousineau (1975). Informational and normative influence in buyer behavior. Journal of Consumer Research, 2, 206-215.
3/29	Lecture: Student papers
4/06	Lecture: Student papers
4/13	Lecture: Student papers
4/20	Lecture: Student papers
4/27