2022/2023

2023/2024

DM270

M-PSI/05 (SOCIAL PSYCHOLOGY)

DEPARTMENT OF BRAIN AND BEHAVIORAL SCIENCES

PSYCHOLOGY, NEUROSCIENCE AND HUMAN SCIENCES

Clinical Psychology and Neuroscience

2°

1st semester (02/10/2023 - 20/12/2023)

6

36 lesson hours

English

WRITTEN AND ORAL TEST

BARELLO SERENA (titolare) - 0 ECTS
BARELLO SERENA (titolare) - 6 ECTS

The course prerequisites include a basic knowledge of social and cognitive psychology. Prospective students should be familiar with the fundamental concepts in these fields to effectively engage with the course content. Having a foundational understanding of basic social psychology and cognitive psychology will be beneficial for active participation in class discussions and successful completion of the course. Therefore, we recommend that students possess prior exposure or introductory coursework in these subjects to make the most of their learning experience.

This course aims at developing knowledge and understanding in several key areas of Applied Social Cognition and Consumer Psychology:
a)Advanced comprehension of theoretical models and the interpretation of experimental data with reference to Applied Social Cognition
b) Profound understanding of the methods and research techniques employed within the field of Applied Social Cognition
c) Ethical and deontological awareness necessary for conducting research procedures in the area of Applied Social Cognition responsibly.
Furthermore, the course aims to cultivate the ability to apply this knowledge and understanding effectively by:
a) enhancing proficiency in executing and assessing applications within experimental contexts in the area of Applied Social Cognition and Consumer Psychology
b) advancing students’ competences in executing and evaluating applications within clinical environments in the area of Applied Social Cognition and Consumer Psychology
c) promoting critical thinking, analytical prowess, and the synthesis of ideas in the area of Applied Social Cognition and Consumer Psychology
d) using ethical principles in practical applications and research endeavors in Applied Social Cognition and Consumer Psychology

The course is organized in 12 lessons (3 hours each) grouped into 8 modules:

Module 1: Cognitive Psychology applied to Social Marketing

1.1 Overview of Social Marketing
- Definition and objectives of social marketing
- Comparison with commercial marketing

1.2 The socio-cognitive approach to understanding consumers
- The role of psychology in influencing behavior
- Key psychological theories and concepts applicable to social marketing

Module 2: Target Audience Analysis

2.1 Identifying Target Audiences
- Defining target segments for social marketing campaigns
- Conducting audience research and analysis

2.2 Psychographic Profiling
- Understanding the psychographics of target audiences
- Applying personality traits and values to marketing strategies

Module 3: Behavioral Change Theories

3.1 Social Cognitive Theory
- Overview
- Key Concepts
- Application to Social Marketing

3.2 Theory of Planned Behavior
- Overview
- Key Concepts
- Application to Social Marketing

3.3 Transtheoretical Model (Stages of Change Model)
- Overview
- Key Concepts
- Application to Social Marketing

3.4 Health Belief Model
- Overview
- Key Concepts
- Application to Social Marketing

3.5 Social Ecological Model
- Overview
- Key Concepts
- Application to Social Marketing

Module 4: Persuasive socio-cognitive strategies
4.1 Message Framing
- Utilizing gain-framed and loss-framed messages effectively
- Tailoring messages for different audience segments

4.2 Emotional Appeals
- Incorporating emotions to enhance the impact of social marketing campaigns

4.3 Nudging for Behavior Change
- Leveraging behavioral economics principles to promote desired behaviors
- Designing effective nudges for social marketing campaigns

Module 5: Social Norms and Social Influence

5.1 Power of Social Norms
- The role of social norms in shaping behavior
- Leveraging positive norms in social marketing

5.2 Social Proof and Influencers
- Harnessing the influence of opinion leaders and social influencers
- Case studies of successful social marketing campaigns using social proof

Module 6: Creating Engaging Campaigns

6.1 Gamification and Behavioral Rewards
- Incorporating gamification elements to increase engagement
- Designing effective behavioral rewards systems

6.2 Storytelling and Narratives
- Utilizing storytelling to communicate social marketing messages
- Crafting compelling narratives to evoke emotional responses

Module 7: Evaluating Social Marketing Campaigns

7.1 Measuring Behavior Change
- Selecting appropriate metrics to assess the impact of campaigns
- Tracking and evaluating behavior change over time

Module 8: Case Studies and Real-World Applications

8.1 Analyzing Successful Social Marketing Campaigns
- Examining case studies of effective social marketing campaigns
- Identifying best practices and lessons learned

8.2 Student Project Presentations
- Students present their own social marketing campaign ideas based on the course contents
- Feedback and constructive critique from peers and instructors

In this course, a variety of didactic strategies will be employed to create an engaging and effective learning experience for students. Recognizing the complexity of the subject and the practical nature of the course, didactic strategies will be carefully selected to promote active learning, critical thinking, and the application of theories to real-world scenarios.

Case Studies and Real-Life Examples: Throughout the course, students will be exposed to numerous case studies and real-life examples of successful social marketing campaigns that have effectively applied behavioral change theories. These case studies will allow students to analyze the strategies used, the campaign's impact, and the lessons learned from each initiative.

Group Discussions and Peer Interaction: Collaborative learning will be encouraged through group discussions and activities. Students will have the opportunity to exchange ideas, debate concepts, and collectively solve problems related to behavioral change and social marketing challenges. Such interactions will foster a dynamic learning environment and enhance students' ability to think critically and creatively.

Practical Exercises and Simulations: To reinforce theoretical knowledge and its application, practical exercises and simulations will be incorporated into the course. Students may be tasked with developing mock social marketing campaigns, conducting formative research, or designing behavior change interventions based on theoretical frameworks studied in class.

Guest Speakers and External Experts: Inviting guest speakers and external experts from the field of social marketing and behavioral science will provide valuable insights and real-world perspectives. These experts can share their experiences, discuss challenges faced in actual campaigns, and provide valuable feedback on student projects.

Media and Technology Integration: Leveraging multimedia and technology will enhance the learning experience. Video clips, interactive content, and online resources may be used to demonstrate the impact of social marketing campaigns and behavioral change interventions in various contexts.

Critical Analysis of Ethical Issues: Ethical considerations will be integrated into the course material, and students will be encouraged to critically analyze the ethical implications of behavioral change strategies. Discussions on striking a balance between influencing behaviors for social good and respecting individuals' autonomy will be emphasized.

Course Project and External Collaboration: The course project, which involves collaborating with an external institution to develop a social marketing campaign, will be a central didactic strategy. This hands-on experience will allow students to apply their knowledge, engage with real stakeholders, and gain practical skills in designing evidence-based campaigns.

By employing these didactic strategies, the course aims to provide a comprehensive and impactful learning journey, equipping students with the knowledge, skills, and ethical considerations necessary to effectively apply socio-cognitive behavioral change theories in the realm of social marketing campaigns.

1) Course slides

2) Galan-Ladero, M., & Rivera, R. (2021). Applied social marketing and quality of life. Springer International Publishing (part 1)

3) Thaler, R. H., & Sunstein, C. R. (2021). Nudge: The final edition. Yale University Press.

The final grade for this course will be determined based on the following components:

1) Multiple Choice Written Test:
A comprehensive multiple-choice written test will assess students' understanding of the course contents. This examination will cover the various psychological theories, concepts, and practical applications relevant to social marketing. The score obtained in this test will be a significant component in calculating the final grade.

2) Fictitious Health Campaign Presentation:
As part of the assessment, students will be required to present a fictitious health campaign that they have developed, either individually or in groups. The presentation will showcase their ability to apply the knowledge acquired during the course to design an effective behavior change intervention. The presentation will be evaluated and awarded between 1 and 3 points, which will then be added to the grade obtained in the multiple-choice test. This component may also contribute to the consideration for receiving "laude" (distinction) if the overall performance meets the criteria.

These assessment components are designed to evaluate both theoretical knowledge and practical application. The multiple-choice test ensures a comprehensive understanding of the course material, while the campaign presentation allows students to demonstrate their creativity, problem-solving skills, and the practical implementation of socio-cognitive psychological principles in a real-world scenario. By combining these assessment methods, students will have the opportunity to showcase their holistic grasp of the subject and their ability to apply it to develop effective social marketing campaigns. The inclusion of a presentation component incentivizes creativity and critical thinking, providing a well-rounded evaluation of students' performance in the course.

Prof. Serena Barello is available to meet students by appointment. Interested students can write to serena.barello@unipv.it, setting "ASCOG appointment" as the subject of the e-mail.

The course has several links with the United Nations' Sustainable Development Goals (SDGs) for 2030.
In particular, this course aligns with specific SDGs:

SDG 3: Good Health and Well-being:
By understanding behavioral change theories and their application in social marketing campaigns, students can contribute to promoting healthy behaviors and addressing public health challenges. This includes campaigns related to environment protection, disease prevention, health promotion, and encouraging healthy lifestyle choices.

SDG 4: Quality Education:
Through this course, students receive quality education on behavioral change theories, social marketing strategies, and campaign design. Equipped with this knowledge, they can become effective agents of change in society, contributing to the achievement of various SDGs.

SDG 5: Gender Equality:
Social marketing campaigns designed with behavioral change theories can play a role in promoting gender equality and challenging societal norms that perpetuate gender-based discrimination and stereotypes.

SDG 10: Reduced Inequalities:
The course emphasizes understanding diverse target audiences and their unique needs, enabling students to develop campaigns that address the specific challenges faced by marginalized or vulnerable populations.

SDG 12: Responsible Consumption and Production:
Social marketing campaigns can be designed to promote responsible consumption patterns and encourage sustainable behaviors related to resource use, waste reduction, and environmental conservation.

SDG 13: Climate Action:
By integrating behavioral change theories in environmental campaigns, students can contribute to raising awareness and mobilizing individuals and communities to take action against climate change and its impacts.

SDG 16: Peace, Justice, and Strong Institutions:
Through the ethical considerations emphasized in the course, students can develop campaigns that respect human rights, promote social justice, and support strong and inclusive institutions.

SDG 17: Partnerships for the Goals:
The course project, which involves collaborating with external institutions to develop social marketing campaigns, fosters partnerships between academia and the community. Such collaborations can enhance the impact of campaigns and contribute to achieving multiple SDGs.

In summary, the course is closely aligned with various SDGs, as it equips students with the knowledge and skills to address social issues, promote positive behaviors, and contribute to sustainable development and social welfare at both local and global levels.
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