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WSP 329 — The Science of Being Memorable and Influencing Decisions

Quarter: Spring
Day(s): Saturday
Course Format: On-campus
Duration: 1 day
Date(s): Apr 27
Time: 10:00 am—4:00 pm
Drop Deadline: Apr 20
Unit: 0
Grade Restriction: NGR only; no credit/letter grade
Tuition: $240
Instructor(s): Carmen Simon
Status: Open
Spring
On-campus
Saturday
10:00 am—4:00 pm
Date(s)
Apr 27
1 day
Drop By
Apr 20
0 Unit
Fees
$240
Grade Restriction
NGR only; no credit/letter grade
Instructor(s):
Carmen Simon
Open
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 (or not) based on what they remember. However, research confirms that audiences forget 90 percent of what you share after two days. 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 (sales pitch, marketing message, or training materials) more memorable and actionable. Specifically, you will learn how to create an optimal “10 percent message” that is rewarding to the brain, easily remembered, and linked to a desired action. You will also learn how to influence memory with precision, use decision drivers that impact long-term memory, and use a five-step, persuasive template to spark action.

Prerequisite: Advanced-level proficiency in spoken English. Students are required to bring a fully charged laptop computer to class. This is a hands-on workshop. Come prepared to immediately apply the principles you learn and to work with your peers to see improvements in your approach to content.

Carmen Simon, Cognitive Neuroscientist

Carmen Simon consults with major corporations on human memory and decision-making processes. Simon is the author of Impossible to Ignore: Creating Memorable Content to Influence Decisions. She received PhDs in instructional technology and cognitive psychology, with a focus on neuroscience.