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Cognitive Psychology: Employee and Customer Behaviour

via FutureLearn


Explore the psychological factors that influence behaviour

This three-week course will help you explore the role of the subconscious and emotions in decision-making and strategies for capturing the attention of your customers.

With this knowledge, you’ll be empowered to not only attract the customers you want, but understand, anticipate, and meet their needs completely.

Discover priming as an influencing tactic

Investigating the concept of priming in psychology, you’ll learn to identify a prime and distinguish it from an influence that people are consciously aware of.

You’ll discuss examples from everyday life as well as examining a number of studies showing priming effects. With this knowledge, you’ll start to think about how you could design your own prime.

Examine the SALIENT checklist and anchoring

With an understanding of primes, you’ll then explore how to use a wide range of them using the SALIENT checklist.

You’ll discuss the role of salience in decision-making and the components of salient messages before examining the role of anchoring and peak-end evaluation.

This knowledge will help you to apply concepts to your organisation.

Assess what affects behaviour change

Exploring the role emotions play in decision-making, you’ll debate the relationship between rational behaviour and emotions.

By the end of this course, you’ll be able to identify key ways you can change behaviour and also critically evaluate whether it’s right to do so.

This course is designed for anyone wanting to better understand customer needs and motivations and will be particularly useful if you are a team manager.

If you want to develop your knowledge of this subject further, you may be interested in these courses. They feature related subject matter and share the same overall learning outcomes:

  • Social Psychology: Employee and Customer Behaviour
  • Behavioural Economics: Employee and Customer Behaviour


  • Priming
    • Welcome
    • The least conscious element of MINDSPACE
    • Evidence for priming
    • Controversy over prime studies
    • The SALIENT checklist
    • Wrap up
  • Salience
    • Introduction to Salience
    • Making things salient
    • Salience and heuristics
    • Attention
    • Wrap up
  • Affect
    • Introduction to affect and emotion
    • Are emotions rational?
    • The neuroscience of affect
    • Affect in practice
    • Wrap up

Taught by

Paul Dolan


4.8 rating at FutureLearn based on 5 ratings

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