Introductory description

The module aims to develop your scientific understanding of the principles of Behaviour Change as they scale from neurons to culture

Module web page

Module aims

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
Changing Attitudes
Reinforcement Learning
Persuasion
Mindspace
Create Yourself
The self in group
Diversity & Historical changes
Negotiation
Interviews
Revision sessions

Learning outcomes

By the end of the module, students should be able to:

• Understand theoretical principles of behaviour change
• Research contributions of behaviour change, ranging from Asch to Zimbardo
• Know how to recognize, evaluate, and create persuasive messages to motivate change
• Apply behaviour change to the real world, such as advertising, job interviews, and negotiation

Indicative reading list

Cialdini, R. B. (2009). Influence: Science and practice. Boston: Pearson Education, Inc.
Goldenberg, J., Mazursky, D. et al. (1999). The fundamental templates of quality ads. Marketing Science, 333-351.
Malhotra, D., & Bazerman, M. H. (2007). Negotiation genius. New York: Bantam Books.

View reading list on Talis Aspire

Subject specific skills

Understanding of principles of behaviour change and
Ability to recognize, evaluate, and create persuasive messages to motivate change
Understand how to apply behaviour change in the real world.

Transferable skills

• effective communication skills to develop a cogent argument supported by relevant evidence and being sensitive to the needs and expectations of an audience
• computer literacy
• recognition of what is required for effective teamwork
• effective personal planning skills