The purpose of this project is to examine how behavioural insights can be systematically integrated into strategic communication efforts around educational choices. The project explain how strategic communication efforts generally perceives how human behavior can be influenced or changed. Furthermore, it examines how these perceptions and method gets challenged by Behavioural Insights and the nudge approach, where an explanation about Rational Choice - and Dual-process Theory will be included. In addition, Barry Schwartz will be used to consider the concrete circumstances under which young people in Denmark choose an education, to understand how the amount of choices influence people. The method in this project is the BASIC toolkit, which provides tools and ethics for applied behavioural insights. Through this, the target behaviour is defined, which is; ‘the right educational choice vs. the wrong educational choice’.
|Uddannelser||Kommunikation, (Bachelor/kandidatuddannelse) Bachelor|
|Vejledere||Pelle Guldborg Hansen|