Free Event

Many solutions to the climate crisis and other sustainability challenges are known. The most significant barrier to progress has been their adoption by society. This micro-seminar will introduce how to employ social psychology principles to effectively influence individual behaviors and, specifically, to influence fellow students at scale to adopt sustainable on-campus behaviors. The goal is to prepare students to produce their own impactful videos, which the USC Office of Sustainability may pay to license for use.

Learning outcomes: Students will be able to

1) Summarize the most-prominent goals of USC's Assignment: Earth

2) Identify the key student behaviors that most impact USC achieving its sustainability goals

3) Identify multiple principles of social psychology that influence individual decision-making and behavior

4) Recall the primary channels of multimedia communication to reach USC students and associated production characteristics

5) Create a concept for a future video to induce sustainable on-campus behavior among students

On Day 1, students will:

  • Learn about the Assignment: Earth framework, goals, and major initiatives
  • Brainstorm which goals are most impacted by individual student behavior and learn some of the challenges involved
  • Learn why people frequently do not act in their own rational best-interests and how principles of social psychology can be applied in communications and advertising

On Day 2, students will:

  • Learn more principles of social psychology
  • Practice identifying principles in advertising
  • Practice incorporating principles into messaging
  • Co-generate a list of multimedia channels for reaching USC students
  • Learn production considerations for different multimedia distribution channels
  • Take away requirements, evaluation criteria, and reward opportunities for optional videos that the students may produce in the fall semester for campus use

The target audience for this micro seminar includes students interested in sustainable behavior change, "cause marketing", psychology of personal decision-making, USC's sustainability goals, and/or experiential learning.

Learn more and register at https://ahf.usc.edu/signature-events/microseminars/

Event Details

  • Spencer He
  • Carrie Zhu

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