PRESENTATION OUTLINE
Using Cognitive Neuroscience
GOALS: ENHANCE ENGAGEMENT*CHANGE MISCONCEPTIONS
PROBLEM: Unprecedented cognitive & emotional stress (Covid-19)
SOLUTION: Reduce cognitive load by simplifying message content
(Cognitive Load Theory)
ie: NASA disaster slide >
(Edward Tufte)
PROBLEM: Misconceptions exist regarding continuum of care & living options for seniors
SOLUTION: Identify & target specific attitudes (Audience Awareness Scale)
Problem: There is resistance to considering Supportive Living
Solution: Shift existing attitudes by moving audience's anchor
Independent>Bonus>Supportive
(Social Judgment Theory)
PROBLEM: It is crucial to engage both audience's Systems 1&2 for behavioural change (Dual Process Theory)
SOLUTION: Use soft data to motivate and hard data to engage
PROBLEM: Continued engagement is necessary to effect behaviour change
SOLUTION: Use interactive decision tree (Elaboration Likelihood Model)
PROBLEM: Messaging is easily forgotten
SOLUTION: Use specific and consistent memory triggers (Verbatim & Gist Theory)
