DEFINITIONS definitions Civil Influence Civil communication designed to facilitate connection and deepen 09 understanding to influence ethical consideration and change Cognitive Bias Noise and decision-making coping mechanisms, capable of interfering 10 and/or cooperating with sensemaking Cognitive Load The mind can only manage so much information at once; three types of 11 information add to communication’s cognitive weight: intrinsic load, extraneous load, and germane load Contrast Effect Cognitive bias in which two things are judged in comparison to one 12 another instead of individually assessed; judged relative to one another rather than on own merit Nudge Influence choice behavior in a predictable way without forbidding 13 options or significantly changing economic incentives Neuropsychological Engagement Communication that simultaneously engages the conscious and non- 14 conscious mind with science-based techniques proven to accelerate agreement and influence decision-making by limiting the interference of bias, backfire, decision fatigue, and cognitive overload Science of Communication Aligning communication practices with the latest scientific mind and 15 behavior science to accelerate connection, comprehension, understanding, motivation, positive emotion, memorability, and change VOLUME PR & ENGAGEMENT SCIENCE LAB | 5 9 FOR IDAHO STEM ACTION CENTER