This department applies psychological principles to enhance user engagement, satisfaction, and trust in digital media. Students study cognitive load management, emotional design, behavioural economics, and neuro-design to create impactful user experiences. They also analyse how cultural differences influence user behaviour and develop strategies to mitigate biases, ensuring inclusivity and accessibility in digital interactions.

• User Behaviour & Decision-Making Research: This sub-division investigates how users make decisions online, applying behavioural economics to optimize interfaces and studying cognitive biases that influence actions.
• Emotional Design & Engagement: It focuses on designing interfaces and content that evoke positive emotions, using tools like colour theory and biometric sensors to measure emotional responses.
• Persuasive Technology & Nudging: This area develops strategies to encourage desired behaviours, applying principles of persuasion while addressing ethical concerns to avoid manipulation.
• Attention & Cognitive Load Management: It optimizes content to reduce cognitive overload, studies attention spans, and balances information density with usability for better focus.
• Social Influence & Community Building: This sub-division explores social proof and group dynamics to design features fostering community engagement while mitigating negative behaviours like trolling.
• Mental Health & Well-Being in Digital Spaces: It assesses the psychological impact of screen time and social media, developing tools and guidelines to promote healthy digital habits and address issues like anxiety.
• Accessibility & Inclusive Design: This area ensures platforms are accessible to individuals with disabilities, incorporating universal design principles and empathy mapping for inclusivity.
• Trust & Credibility in Digital Media: It builds trust through transparent communication, analyses factors influencing credibility, and combats misinformation with psychological insights.
• Gamification & Motivation: This sub-division leverages motivation theories to design engaging experiences, implementing reward systems and balancing intrinsic and extrinsic motivators.
• Dark Patterns & Ethical Design: It identifies manipulative design practices, promotes ethical design principles, and educates designers about the psychological harm caused by dark patterns.
• Human-Computer Interaction (HCI) Psychology: This area studies human-device interactions, improving usability by aligning designs with cognitive processes and exploring emerging technologies like AR/VR.
• Stress Reduction & Relaxation Techniques: It designs apps and platforms to help users manage stress, incorporating mindfulness exercises and calming visuals for relaxation.
• Cultural Psychology in Digital Media: This sub-division examines cultural differences in user behaviour, adapting content for diverse audiences while avoiding stereotypes for cultural sensitivity.
• Neuro-Marketing & Consumer Insights: It uses neuroscience techniques to study consumer responses, identifying subconscious triggers and translating findings into actionable marketing strategies.
• Learning & Education Psychology: This area applies educational psychology to create effective e-learning platforms, designing interactive and adaptive learning experiences for better retention.
• Crisis Communication & Psychological Safety: It prepares organizations for effective crisis communication, ensuring digital spaces feel safe for vulnerable populations and handling sensitive topics responsibly.
• Habit Formation & Behavioural Change: This sub-division uses habit loops to encourage positive behaviours, designing interventions to break harmful habits and applying behaviour change models.
• Virtual Identity & Self-Presentation: It explores how people construct online identities, understanding the psychological implications of anonymity and addressing issues like identity theft.
• Empathy Mapping & Persona Development: This area creates detailed user personas and empathy maps to align product development with user-centric insights and motivations.
• Digital Ethics & Psychological Responsibility: It advocates for ethical practices in AI and data collection, educating stakeholders about psychological risks and promoting transparency in digital media.