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WSP 329 — The Science of Being Memorable and Influencing Decisions

Quarter: Summer
Day(s): Saturday
Course Format: On-campus
Duration: 1 day
Date(s): Jul 21
Time: 10:00 am—4:00 pm
Drop Deadline: Jul 14
Unit: 0
Grade Restriction: NGR only; no credit/letter grade
Tuition: $235
Instructor(s): Carmen Simon
Status: Open
Please Note: This workshop has a different schedule than what appears in the print catalogue. The workshop will now meet on Saturday, July 21, from 10:00 am - 4:00 pm.
Summer
On-campus
Saturday
10:00 am—4:00 pm
Date(s)
Jul 21
1 day
Drop By
Jul 14
0 Unit
Fees
$235
Grade Restriction
NGR only; no credit/letter grade
Instructor(s):
Carmen Simon
Open
Please Note: This workshop has a different schedule than what appears in the print catalogue. The workshop will now meet on Saturday, July 21, from 10:00 am - 4:00 pm.
Effective communication motivates an audience. When you communicate, you typically want your audience to be moved in the moment and to act in the future. But what influences their decisions? The answer is simple, yet complex: memory. People make decisions in your favor based on what they remember. However, research confirms that audiences forget most of what you share. Likewise, they often experience decision fatigue. So how can your audiences act on what you say if they don’t remember most of it? And how do you drive toward specific decisions in the face of cognitive inertia? By leveraging research in neuroscience and decision-making, this workshop will help answer these questions. Through exercises, lectures, and discussion, you will learn and employ a series of best practices that will make your content (e.g., sales pitch, marketing message, training materials, finance review, or technical data) more memorable and actionable. Specifically, you will learn three ways the brain makes decisions and how to create an optimal “10 percent message” that is easily remembered and linked to your key decision drivers. You will also learn how to influence memory with precision, use variables that impact long-term memory, and use a five-step, persuasive template to spark action.

Students are required to bring a fully charged laptop computer to class.

Prerequisite: Advanced-level proficiency in spoken English.

Grade restriction: NGR only; no credit/letter grade

Carmen Simon, Cognitive Neuroscientist; Founder and Principal, Memzy

Carmen Simon consults with major corporations on human memory and decision-making processes. She has worked with AT&T, Google, Genentech, Microsoft, Adobe, and ESPN, among others. Simon is the author of Impossible to Ignore: Creating Memorable Content to Influence Decisions. Simon received PhDs in instructional technology and cognitive psychology.

Textbooks for this course:

(Recommended) Carmen Simon, Impossible to Ignore (ISBN 978-1259584138)