WVU Marketing Communications Today
How Advances in Behavioral Science inform Effective Communication

How Advances in Behavioral Science inform Effective Communication

April 17, 2020

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Advances in behavioral science have come a long way since the discipline’s inception in the late seventies. Robust studies have shown time and again that long-held theories of top-down information dissemination, particularly when scientific in nature, are not only ineffective but perhaps even counter-effective. Ensuring that communications are received as intended, and ultimately acted upon for the purpose of predicting behavioral outcomes, requires understanding how the brain processes information and its cognitive limitations.

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