EPISODE 5: What is the importance of understanding collective behaviour and group level goals?

17 Jan 2022

Dr. Olya Bryksina research focuses on goals. Everything from personal goals to large societal goals. She wants to know what motivates us towards attaining those goals and what can deter us. Currently, Bryksina has been examining different types of public health messaging during the covid-19 pandemic. She wants to learn which health messages are more persuasive in achieving the overall goal of limiting the spread of the virus.

On this episode the research question is: “What is the importance of understanding collective behaviour and group level goals?” 

Episode Credits

Written, narrated and produced by Kent Davies

UWRQ Logo and Web Editing: Kimberley Moore


Dr. Olya Bryksina, Interviewed by Kent Davies, November 29, 2021, at the University of Winnipeg Oral History Centre, Winnipeg MB. Digital Audio Recording. “Research Question Podcast,” Oral History Centre Archive, University of Winnipeg, Winnipeg, MB.

Public Health Update Excerpts

Dr. Joss Reimer, Medical Lead, Vaccine Implementation Task Force, “Covid-19 vaccination update – June 2, 2021.” YouTube video, 1:10:46, June 2, 2021. 

Dr. Brent Roussin, chief provincial public health officer, “New public health orders – June 9, 2021.” YouTube video, 53:26, June 9, 2021

Health and Seniors Care Minister Audrey Gordon and Dr. Brent Roussin, chief provincial public health officer to discuss public health orders update. “Public health orders update – August 27, 2021.” YouTube video, 45:30, August 27, 2021.

Health and Seniors Care Minister Audrey Gordon, “Vaccination announcement – November 17, 2021.” YouTube video , 1:11:21, November 17, 2021.


Lee Rosevere – Let’s start at the beginning; Puzzle pieces, Quizitive, And So Then.

Blue Dot Sessions – Dirty Wallpaper, Dire Ghost

Monplaisir – Angst

Xylo-Ziko – Last Light

Selected Readings

Bryksina, Olya (2020), “When and Why Choices for Others Diverge from Consumers’ Own Salient Goals,” Journal of Consumer Psychology, 30 (4), 579-597.

Bullard, Olya, Sara Penner and Kelley J. Main (2019), “Can Implicit Theory Influence Construal Level?” Journal of Consumer Psychology, 29 (4), 662-670.

Bullard, Olya and Sara Penner (2017), “A Regulatory-focused Perspective on Philanthropy: Promotion Focus Motivates Giving to Prevention-framed Causes,” Journal of Business Research, 79 (October), 173–180.

Bullard, Olya and Rajesh V. Manchanda (2017), “How Goal Progress Influences Regulatory Focus in Goal Pursuit,” Journal of Consumer Psychology, 27(3), 302–317.

Bullard, Olya, Rajesh V. Manchanda and Anastasia Sizykh (2017), “The ‘Holding-out’ Effect: How Regulatory Focus Influences Preference Formation for Sequentially Presented Choice Alternatives,” Social Psychological and Personality Science, 8(3), 284–291.