Behavioral Science for Strategic Communication.

Catalog description

Whether shaping public perceptions, engaging in political communication, influencing consumer choices, or driving change inside or outside an organization, understanding human behavior is critical for creating effective communication strategies to achieve those goals. This course introduces theories and models about how people interpret information, form opinions and make decisions within various contexts. Psychological concepts such as cognitive biases, social influence, motivations and emotions are examined, along with their roles in engaging audiences and developing messages. Students emerge with a deeper understanding of human behavior, research-driven insights and ethical practices they can use to maximize their communication efforts.