PS919-15 Behavioural Change: Nudging and Persuasion
Introductory description
This module will provide students on the MSc in Behavioural and Economic Science with the knowledge and skills necessary to effect behaviour change in real-world contexts.
Module aims
It complements the other modules (especially “Psychological Models of Choice”) through showing how principles of behavioural science can be applied outside the laboratory.
Outline syllabus
This is an indicative module outline only to give an indication of the sort of topics that may be covered. Actual sessions held may differ.
Introduction to Behavioural Science
Nudging and Incentives
Social Norms
Risk Perception and risk communication
Negotiations 1
Negotiations 2
Behavioural change without nudging
Nudge Theory in Organisational Setting
Nudging and the Inferential Self
Limits of nudging
Learning outcomes
By the end of the module, students should be able to:
- Ability to identify the key areas where behavioural science either has been, or potentially could be, applied to behaviour change
- Ability to develop and test simple behavioural change interventions.
- Understand the practical considerations underpinning implementation and testing.
Indicative reading list
Thaler, R. H., & Sunstein, C. R. (2008). Nudge: Improving decisions about health, wealth, and
happiness. New Haven, CT: Yale University Press.
Benartzi, S., Beshears, J., Milkman, K. L., Sunstein, C. R., Thaler, R. H., Shankar, M., . . . Galing, S.
(2017). Should governments invest more in nudging? Psychological Science, 28(8), 1041-1055.
Cialdini, R. B. (2007). Influence: The psychology of persuasion. New York: Collins,
Malhotra, D., & Bazerman, M. H. (2008). Negotiation genius: How to overcome obstacles and
achieve brilliant results at the bargaining table and beyond. Bantam.
Subject specific skills
Identification of the key areas where behavioural science either has been, or potentially could be, applied to behaviour change
Understand how to apply behaviour change in the real world.
Transferable skills
Ability to develop and test simple interventions
Understanding of practical considerations for implementation and testing
Effective personal planning skills
Study time
| Type | Required |
|---|---|
| Lectures | 9 sessions of 2 hours (12%) |
| Seminars | 4 sessions of 2 hours (5%) |
| Private study | 124 hours (83%) |
| Total | 150 hours |
Private study description
self-directed study related to seminars, reading, and behavioural science project
Costs
No further costs have been identified for this module.
You do not need to pass all assessment components to pass the module.
Assessment group A5
| Weighting | Study time | Eligible for self-certification | |
|---|---|---|---|
| Proposal of behaviour change project | 50% | Yes (extension) | |
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max 3000 words |
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| Project proposal poster presentation | 25% | No | |
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Final Seminar will be used for a poster presentation. Students will present their work to other students and academics. Marking will be based on the module leader's evaluation. |
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| Class test 1 | 5% | No | |
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Class test 1 (Incentives) |
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| Class test 2 | 5% | No | |
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Class test 2 (Social norms) |
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| Class test 3 | 5% | No | |
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Class test 3 (Risk) |
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| Class test 4 | 5% | No | |
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Class test 4 (Negotiations) |
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| Class test 5 | 5% | No | |
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Class test 5 (Change without nudging) |
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Feedback on assessment
Formative feedback: during practical sessions/lab follow-up sessions and seminars. Summative feedback: written feedback and comments on project, posters and class tests.
Courses
This module is Core for:
- Year 1 of TPSS-C8P7 Postgraduate Taught Behavioural and Economic Science (Science Track)
This module is Core optional for:
- Year 1 of TPSS-C803 Postgraduate Taught Behavioural and Data Science
This module is Optional for:
- Year 2 of TIMS-L990 Postgraduate Big Data and Digital Futures
- Year 1 of TPSS-C8P7 Postgraduate Taught Behavioural and Economic Science (Science Track)
- Year 1 of TECS-C8P8 Postgraduate Taught Behavioural and Economics Science (Economics Track)
- Year 1 of TIMA-L99D Postgraduate Taught Urban Analytics and Visualisation
This module is Core option list A for:
- Year 1 of TPSS-C803 Postgraduate Taught Behavioural and Data Science
This module is Option list A for:
- Year 1 of TIMS-L990 Postgraduate Big Data and Digital Futures