In this Master's track, you learn to apply social-psychological knowledge and scientifically responsible methods to analyse and empirically investigate the social-psychological determinants of behaviour; to develop evidence-based interventions in human behaviour, with an emphasis on behaviour with societal implications; and to develop strategies for evaluating those interventions. The one-year programme consists of four courses, which are completed in the first four months, followed by a Master’s thesis and an internship.
The four courses comprising the first semester each count for 6 ECTS. “Developing Interventions” and “Behavioural Influence” are offered in September to October; “Applying Research Methods” and “Emotional Influence” are offered in November to December.
In this course, students learn how to develop, carry-out, and evaluate an effective, evidence-based behavioural change intervention. These interventions are created for different kind of societal issues in which a change in human behaviour is (part of) the solution (e.g., alcohol abuse among teenagers, public littering, discrimination in organizations, obesity, etc.). In lectures, tutorials, and a practical assignment, students learn and apply the intervention mapping approach to a real-world problem contributed by an external organisation.
In this course, students specialise in the motivational and social-cognitive underpinnings of behavioral influence. The effectiveness and coherence of different strategies behind commercial and non-commercial marketing and information campaigns are examined (e.g., nudging, neuro-marketing, personality profiles and tailored targeting). In lectures, guest lectures, tutorials, and a practical assignment, students expand their theoretical knowledge about social influence, discuss practical and ethical problems with applications, and develop a strategy for a real-world behavioural change case contributed by an external organisation.
Applying Research Methods
As a methods but not a statistics course, this course discusses the merits and drawbacks of the methods that are common in social and cultural psychological research, both from a fundamental and applied perspective. The course discusses a wide range of research approaches (experimental, quasi-experimental, surveys, big data, qualitative research, and research across social and cultural contexts), and teaches students to make informed decisions about applicable research methods, for instance to gain insights into the psychological determinants of specific behaviour, or to evaluate the effectiveness of interventions. In general lectures, tutorials, and a research proposal, students apply the different methods to specific topics in the area of social influence.
This course focuses on the emerging understanding of the role of emotional expressions in social influence, that is, when and how emotional expressions may contribute to a successful influence attempt. Topics include the role of emotions in conflict and negotiation, the influence of emotional expressions in attitude change, customer service, and consumer behaviour, and the role of emotional expressions in leadership and politics. The lectures pay ample attention to the mechanisms and contingencies that govern the social effects of emotional expressions.
The second semester starts in January with a Master’s thesis (18 ECTS) followed by the Master’s internship (18 ECTS).
The internship is typically a work placement in a professional environment. Students spend three (or more) months in a company or institution of their choosing that is involved in influencing human behaviour, such as an advertising agency, market research agency, municipality, or training and assessment agency. Students are free to find an internship that fits their own interests and career aspirations, either in the Netherlands or abroad. This is facilitated by the University’s network of past internship organisations, and the internal track website on which internship vacancies are posted frequently.
Alternatively, students may opt for a research internship, which involves working on elements of an ongoing research project under the supervision of a researcher.
The student’s academic skills and theoretical knowledge are perfected during the Master’s thesis. The goal is to gain hands-on experience with the generation of the fundamental knowledge on which evidence-based interventions are built, to improve empirical research skills, and to specialise in a specific theoretical topic. Students conduct an empirical study within the research program of one of the scientific researchers in the Social Psychology department. During this project, the student completes the whole empirical cycle: the student formulates a research question, develops the empirical study, collects data, analyses data and reports on and presents results.