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Foundations · MS elective · 3 credit hours · 16 sessions

Audience Behavior Psychology

Why do we click? Why do we scroll? This course merges data science with behavioral psychology to decode digital consumption. Students will study cognitive biases, emotional triggers, and the “Hook Model” to understand how audiences interact with media. The curriculum provides a scientific foundation for marketing and content creation, ensuring students can predict and influence user behavior ethically.

§ 01 By the end you can
  1. Analyze the cognitive biases that drive online decision-making (Anchoring, Social Proof)
  2. Apply the Fogg Behavior Model (Motivation, Ability, Trigger) to UX and Content
  3. Understand the role of Dopamine and Variable Rewards in habit formation
  4. Segment audiences based on psychographics rather than just demographics
  5. Evaluate the ethical implications of "Persuasive Technology" and addiction
§ 02 Sixteen sessions

The whole semester.

  1. 01Introduction to Cyberpsychology
  2. 02Cognitive Biases 101: Confirmation & Recency
  3. 03The Fogg Behavior Model (B=MAT)
  4. 04The Hook Model: Trigger, Action, Reward, Investment
  5. 05Attention Span & Cognitive Load Theory
  6. 06The Psychology of Trust & Authority Online
  7. 07Decision Paralysis & The Paradox of Choice
  8. 08 · MidtermMidterm Examination
  9. 09The Psychology of Color & Typography
  10. 10Social Proof & FOMO (Fear Of Missing Out)
  11. 11Emotional Contagion in Social Networks
  12. 12Gamification Psychology
  13. 13Psychographics: Values, Attitudes, Lifestyles
  14. 14Dark Patterns: When UX goes bad
  15. 15Neuromarketing Basics (Eye Tracking/EEG)
  16. 16Final Project: The Behavioral Audit

Midterm around session 8. Final project briefed at session 8 or 9 and developed in stages until the juries.

§ 03 Final project

Final Project: The Behavioral Audit

How it’s judged

Recommended reading
  1. Thinking, Fast and Slow by Daniel Kahneman
  2. Hooked: How to Build Habit-Forming Products by Nir Eyal
  3. Influence: The Psychology of Persuasion by Robert Cialdini
  4. Predictably Irrational by Dan Ariely
  5. Nudge: Improving Decisions About Health, Wealth, and Happiness by Richard Thaler
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