645.621.81 - Engineering and Measuring Influence

Course Structure

The course materials are divided into modules which can be accessed by clicking Course Modules on the course menu. A module will have several sections including the overview, video lectures and content, readings, discussions, and assignments. You are encouraged to preview all sections of the module before starting. Most modules run for a period of seven (7) days, exceptions are noted in the Course Outline. You should regularly check the Calendar and Announcements for assignment due dates.

Course Topics

Course Goals

By the end of the course, students should be able to: Describe classic models of behavior change as well as the neurocognitive influence model; Explain counter-arguing and describe its neural basis; Describe ethical issues associated with neuro measurement in studies related to influence and persuasion; Conduct human subject research in accordance with university and federal requirements; Describe neural anatomy and cognitive functions associated with perception, attention, memory, and emotion. Explain the equipment used to collect biometric, psycho-physiological, and neuroimaging data. Utilize equipment to collect biometric, psycho-physiological, and neuroimaging data; Conduct analysis of collected data; and Communicate findings in an academic paper.

Course Learning Outcomes (CLOs)

• Describe classic models of behavior change as well as the neurocognitive influence model
• Explain counter-arguing and describe its neural basis
• Describe ethical issues associated with neuro measurement in studies related to influence and persuasion
• Conduct human subject research in accordance with university and federal requirements
• Describe neural anatomy and cognitive functions associated with perception, attention, memory, and emotion
• Explain the equipment used to collect biometric, psycho-physiological, and neuroimaging data
• Utilize equipment to collect biometric, psycho-physiological, and neuroimaging data; Conduct analysis of collected data
• Communicate findings in an academic paper

Textbooks

Cerf, M., Garcia-Garcia, M. (2017) Consumer Neuroscience. Cambridge, MA: MIT Press

ISBN - 0262036592, 9780262036597

Student Coursework Requirements

Assignments                                         25%

Exam 1                                                 15%

Exam 2                                                 15%

Lab/Project 1                                        15%

Lab/Project 2                                        15%

Final Project/Paper                                10%

Discussion/Response Participation           5%

Grading Policy

For Assignments

Two to three topic questions will be posted for modules 1, 4, 5, 6, 10. You will complete a one-page response to a question of your choice (double-spaced -- do not include your name, the question title and the citations as part of the one page), each of which is worth 5% of the total grade. The goal is to demonstrate your understanding of the module content and to demonstrate that you have read the relevant literature. Each response should include citation(s) and reference(s) following APA format. Late work will not be graded resulting in a score of 0 point for that module.

For Exams

There will be two exams throughout the course, in modules 3 and 7.  These will be timed exams through Canvas that will test your knowledge of the content in modules leading up to the exam, including the module in which the exam is delivered.  The exam will include multiple choice, short answer, and anatomy (an image of the brain or body part requiring labeling and short description of anatomical function).

For Labs

Labs and final are expected to be turned in through Canvas as indicated in the assignment tool; it will be considered late if it is received after that time. Special circumstances (e.g., temporary lack of internet access) can be cheerfully accommodated if the student informs us in advance. An assignment that is unjustifiably late will have the grade reduced for lateness.

We generally do not directly grade spelling and grammar. However, egregious violations of the rules of the English language will be noted without comment. Consistently poor performance in either spelling or grammar is taken as an indication of poor written communication ability that may detract from your grade.

If, after submitting a written assignment a student is not satisfied with the grade received, the student is encouraged to redo the assignment and resubmit it. If the resubmission is correct with all deficiencies corrected, the students will receive 25% of the lost points.  For example, student X receives an 80%.  He resubmits the assignment with all portions correct.  His revised score will be 80 + .25*20 = 85%.  This option is NOT available for the final.

Quantitative labs are graded as follows:

100–90 = A—All parts of question are addressed; All intermediate derivations and calculations are provided and correct; Answer is technically correct and is clearly indicated; Answer precision and units are appropriate.

89–80 = B—All parts of question are addressed; Intermediate derivations and calculations are provided, but some mistakes are present; Generally, student demonstrates an understanding of the correct solution; Answer is technically correct and is indicated; Answer precision and units are appropriate.

79–70=C—Most parts of question are addressed; Some intermediate derivations and calculations are provided or multiple mistakes are present; Generally, student demonstrates a weak understanding of the correct solution; Answer is not technically correct but is indicated; Answer precision and units are indicated.

<70=F—Some parts of the question are addressed; Intermediate derivations and calculations are not provided; The answer is incorrect or missing; The answer precision and units are inappropriate or missing.

For Final Paper

The last block is devoted to the course project and final paper. The final project will be evaluated by the following grading elements:

1. Writing quality and technical accuracy (30%). Writing is expected to meet or exceed accepted graduate-level English and scholarship standards. That is, all assignments will be graded on grammar and style as well as content.
2. Data Analysis (10%). Students are expected to successfully use software to conduct data analysis correctly.  Please provide any code/script with final assignment.  This is most likely the same analysis as that produced during labs 1 and 2, but you have the opportunity to revise or update your analysis.
3. Meaningful Analysis (40%). Students will apply appropriate analytic methods taught throughout the course to provide a novel or interesting insight within their chosen data.
4. Formatted Correctly (10%). Students will identify a target conference proceeding or journal publication, review instructions to authors, and format their final paper appropriately.  Students will provide the instructors a link to the instructions to authors for grading.
5. References (10%). Students adequately cite previous relevant research to meet academic publishing standards.

100–90 = A—Paper is rich in content; full of thought, insight, and analysis; well-written; correctly formatted for target venue.

89–80 = B—Paper contains substantial information; thought, insight, and analysis has taken place; paper is written logically and easy to follow; correctly formatted for target venue.

79–70 = C—Paper is generally competent; information is thin and commonplace; poor writing; not formatted for target venue.

<70 = F—Paper is rudimentary and superficial; no analysis or insight displayed; poor writing; no coherent format.