COM 96 — The Neuroscience of Persuasion
Quarter: Spring
Instructor(s): Carmen Simon
Date(s): May 2
Class Recording Available: No
Class Meeting Day: Saturday
Grade Restriction: NGR only; no credit/letter grade
Class Meeting Time: 9:00 am—3:00 pm (PT)
Tuition: $290
Refund Deadline: Apr 25
Unit(s): 0
Status: Open
Why do some messages stick while others fall flat? Understanding the science of persuasion can help you motivate teams, negotiate effectively, and inspire those around you in settings from the boardroom to the dinner table. This course will reveal the power of neuroscience in shaping influential messages—uncovering how specific words and images engage the brain and lead to decision-making. You will learn which emotional cues increase impact, when and how much emotion is persuasive, and why using business jargon can backfire. Through hands-on exercises and interactive discussions, you will learn practical techniques for creating communication that resonates. We’ll analyze real-world examples and practice crafting persuasive messages, developing a checklist of words and visuals intended to elevate your influence. You will leave equipped to craft messages that connect deeply, giving you an edge in any conversation—from high-stakes meetings to meaningful one-on-ones.
CARMEN SIMON
Cognitive Neuroscientist
Carmen Simon consults with major corporations on human memory and decision-making processes. Her recent books are Impossible to Ignore and Made You Look. Simon received a PhD in cognitive psychology with a focus on neuroscience from Capella University. Textbooks for this course:
There are no required textbooks; however, some fee-based online readings may be assigned.