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Behaviour Change

University of Warwick

Department of Psychology 2020/21

Module Code:


Module Name:

Behaviour Change

Module Credits (CATS):


Module Convener

Thomas Hills

Module Teachers

Module Aims

This applies to changes in behaviour in response to factors such as reinforcement learning, persuasion and influence (e.g., advertising and negotiation), job interviews and negotiation, and cultural forces acting over history. Emphasis will be placed on understanding the research and developing a theoretical framework for understanding behaviour change. In addition, this module aims to help you identify and evaluate persuasive content and to develop programs for motivating change.

Learning Outcomes

By the end of the module, students should be able to:

  • Understand theoretical principles of behaviour change

  • Research contributions of behaviour change, ranging from Asch to Zimbardo

  • Know how to recognize, evaluate, and create persuasive messages to motivate change

  • Apply behaviour change to the real world, such as advertising, job interviews, and negotiation

Assessed by:

Project & exam

Module Work Load

Module Length

12 Weeks


Three hours per week in two lectures


One 2-hour, one 1-hour seminar


Attendance at lectures and seminars is compulsory

Module Assessment

Assessed work:





Module Programme

Introduction Changing Attitudes Reinforcement Learning Persuasion Mindspace Create Yourself The self in group Diversity & Historical changes Negotiation Interviews Revision sessions

Module Reading List

Cialdini, R. B. (2009). Influence: Science and practice. Boston: Pearson Education, Inc. Goldenberg, J., Mazursky, D. et al. (1999). The fundamental templates of quality ads. Marketing Science, 333-351. Malhotra, D., & Bazerman, M. H. (2007). Negotiation genius. New York: Bantam Books.