Cognitive Psychology: Employee and Customer Behaviour

Explore the psychological factors that influence behaviour

This three-week course will help you explore the role of the subconscious and emotions in decision-making and strategies for capturing the attention of your customers.

With this knowledge, you’ll be empowered to not only attract the customers you want, but understand, anticipate, and meet their needs completely.

Understand priming as an influencing tactic

Exploring priming in psychology, you’ll learn to identify a prime and distinguish it from an influence that people are consciously aware of.

You’ll discuss examples from everyday life as well as examining a number of studies showing priming effects. With this knowledge, you’ll start to think about how you could design your own prime.

Explore the SALIENT checklist and anchoring

With an understanding of primes, you’ll then explore how to use a wide range of them using the SALIENT checklist.

You’ll discuss the role of salience in decision-making and the components of salient messages before examining the role of anchoring and peak-end evaluation.

This knowledge will help you explore how to apply concepts to your organisation.

Understand what affects behaviour change

Exploring the role emotions play in decision-making, you’ll debate the relationship between rational behaviour and emotions.

By the end of this course, you’ll have examined the ways you can change behaviour and also critically evaluate whether it’s right to do so.

This course is designed for anyone wanting to better understand customer needs and motivations.

It will be particularly useful if you are a team manager.

• Priming
• Welcome
• The least conscious element of MINDSPACE
• Evidence for priming
• Controversy over prime studies
• The SALIENT checklist
• Wrap up
• Salience
• Introduction to Salience
• Making things salient
• Salience and heuristics
• Attention
• Wrap up
• Affect
• Introduction to affect and emotion
• Are emotions rational?
• The neuroscience of affect
• Affect in practice
• Wrap up