The mission of the IPR Behavioral Insights Research Center (BIRC) is to conduct research on the factors that influence attitude and behavioral change to enable effective communication. BIRC can help professionals understand how and why people think and behave the way they do in this ever-changing business environment. One research area is to understand how the emerging fields of cognitive neuroscience, behavioral economics, social psychology and narrative theory can impact and influence the study and practice of public relations.

Explore BIRC’s Signature Studies here!