Certificate of Achievement
has completed the following course:
Cognitive Psychology: Employee and Customer Behaviour
This course used concepts from social psychology to understand what captures our attention - knowingly or unknowingly, rationally or irrationally. Topics included: What a prime is, and how to distinguish it from an influence that people are consciously aware of; The importance of salience and framing in our decisions; The most used understandings of emotions and highlighted the role emotions play in making decisions.
3 weeks, 2 hours per week
Paul Dolan
Professor of Behavioural Science
FutureLearn
Transcript
Learning outcomes
- Describe what a prime is and distinguish it from an influence.
- Discuss a number of studies which have shown priming effects.
- Discuss a wide range of primes using the SALIENT checklist.
- Apply primes to change behaviour.
- Explore components of salient messages.
- Investigate the role of anchoring and peak-end evaluation, and ways to apply them in your organisation.
- Debate the relationship between rational behaviour and emotions.
- Explore the neuroscience of affect.
Syllabus
- What a prime is and what is an influence which people are consciously aware of.
- The SALIENT checklist.
- How to apply primes to change behaviour.
- The importance of salience and framing in our decisions.
- Anchoring and peak-end evaluation.
- The role emotions play in making decisions.
- Rational behaviour and emotions.
Issued on 10th July 2025
The person named on this certificate has completed the activities in the transcript above. For more information about Certificates of Achievement and the effort required to become eligible, visit futurelearn.com/proof-of-learning/certificate-of-achievement.
This certificate represents proof of learning. It is not a formal qualification, degree, or part of a degree.