Brief Description:

There is a growing recognition that consumers, managers, employees, investors and others behave in ways that violate our assumptions about rational behavior. Effective leaders take these behavioral tendencies into account. This module will explore various types of behavioral tendencies and their consequences for management.

Content Outline:

Lead your organization informed by new ways of thinking about consumers based on the latest behavioral science research—uncovering the real drivers of consumer choice. 

• Recognize the different drivers—beliefs and goals—that underlie your consumers’ brand and product choices.
• Dive deep into how your consumers’ brains work in intuitive and reflective ways.

Develop a deep understanding of how behavioral economics can immediately help solve pressing business challenges.

• Engage with consumers along the decision journey armed with a deeper understanding of what the choices they’re making along the way. 
• Discover a behavioral economics approach to framing value to better communicate the benefits of a product or experience.
• Learn how key points associated with consumers’ memory—like peak moments and duration—can influence their experience.

Champion a culture of experimentation throughout your organization based on test-and-learn theory and practice.

• Rethink your consumer-research practice by integrating behavioral understanding with the traditional and non-traditional methodologies you’ve been using.
• Practice a test-and-learn approach on your firm’s own most pressing research questions.