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WSP 329 — The Science of Being Memorable and Influencing Decisions

Quarter: Fall
Day(s): Saturday
Course Format: On-campus course
Duration: 1 day
Date(s): Oct 7
Time: 10:00 am—4:00 pm
Drop Deadline: Sep 30
Unit: 0
Tuition: $235
Instructor(s): Carmen Simon
On-campus course
10:00 am—4:00 pm
Oct 7
1 day
Drop By
Sep 30
0 Unit
Carmen Simon
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 interactive exercises and live research, 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 likely to influence decisions. 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, determine specific choice variables that guide the brain, 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

Carmen Simon consults with major corporations on human memory and on decision-making processes. She has developed a science-based method that helps people become memorable and drive a desired action. She has worked with AT&T, Google, GE, HP, Genentech, McDonald’s, Fidelity, Adobe, and ESPN, among others. Her most recent book is 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)