What you will learn

• Understand neural anatomy, key brain regions, and their roles in influence, persuasion, sensory perception, and executive function.

• Analyze sensory systems and perception phenomena, including top-down and bottom-up processing, with applications to influence campaigns.

• Examine memory processes such as declarative, procedural, and priming, and their role in cognitive tasks like engagement, attention, and workload.

• Evaluate emotional processing and decision-making theories, comparing System 1 and System 2 responses using neuroscience measurement techniques.