Behavioral Economics and Neuromarketing
4.2 (668 ratings)
Course Ratings are calculated from individual students’ ratings and a variety of other signals, like age of rating and reliability, to ensure that they reflect course quality fairly and accurately.
3,157 students enrolled

Behavioral Economics and Neuromarketing

Learn how to affect the decision making flows and increase sales/usage of your products. Make better decisions in life.
Bestseller
4.2 (668 ratings)
Course Ratings are calculated from individual students’ ratings and a variety of other signals, like age of rating and reliability, to ensure that they reflect course quality fairly and accurately.
3,160 students enrolled
Created by ICAN Consultancy
Last updated 5/2020
English
English
Current price: $139.99 Original price: $199.99 Discount: 30% off
5 hours left at this price!
30-Day Money-Back Guarantee
This course includes
  • 1.5 hours on-demand video
  • 4 articles
  • 4 downloadable resources
  • Full lifetime access
  • Access on mobile and TV
  • Certificate of Completion
Training 5 or more people?

Get your team access to 4,000+ top Udemy courses anytime, anywhere.

Try Udemy for Business
What you'll learn
  • affect the decision making flows of consumers
  • structure your own behavioral experiments
  • run A/B tests to make critical decisions about your products
  • apply neuromarketing rules to your products or marketing campaigns for better monetization
  • optimize pricing based on biases
  • learn how human brain makes decisions
  • increase sales of your products using nudges
Requirements
  • There are no prerequisites for this course
Description
  • How do people decide what to buy in supermarkets?

  • Why do luxury car brands give TV advertising?

  • How can you get honest information from your users in an online survey?

In this course you will learn different theories on how to affect the decision making flows of consumers in the way we want them to decide. You will learn psychological backgrounds of these behaviours and real life examples proving these behavioural rules. You will also learn how to structure your own experiments and run A/B tests to make critical decisions about your products.

900+ 5 star ratings - Bestseller Udemy Course

"Amazing course! short, crisp & highly insightful." Marwah K.

"This has by far been my favorite marketing course! Great Job!" Lindsay H.

"I'm aware of the influence advertising has on us all therefore, the more I realise this the more I want to know how this is done and why we just, can't help ourselves! Great examples, that give a clear understanding of the practices used to 'nudge' us into our purchasing decisions. " Sabrina C.

This course is suitable for professionals such as; entrepreneurs, product managers, marketing specialists, campaign managers, pricing experts, service designers and user experience experts or; for anyone who wants to make more logical decisions about their decisions in life.

The topics we will cover in this course are;

  1. An introduction to consumer behavior and human biases

  2. Scent Marketing

  3. Power of Sound in Purchase Behaviour

  4. Anchoring, Decoy Effect

  5. Status Quo, Goal Gradient Effect

  6. How to name,display and price your products

  7. Framing, Decision point intercepts, Planning Fallacy

  8. Mental Accounting, Sunk Cost Effect, Choice Overload

  9. How to structure your own experiments and Nudge Samples

  10. Psychological Tricks To Make People Like You

This course will have a big impact in your professional career as well as your personal life.

Who this course is for:
  • This course is suitable for entrepreneurs, product managers, marketing specialists, campaign managers, pricing experts and user experience experts.
Course content
Expand all 15 lectures 01:29:42
+ Introduction
2 lectures 07:34

This lecture is to give answers to your questions like, what is this course about? what will you achieve when you finish the course?

Preview 02:28

Learn what behavioral economics is and what can be achieved by using the theories with real examples. Also see some examples on how to manipulate our brains using neuroscience theories.

Preview 05:06

2 question quiz for the introduction lecture

Introduction to Behavioral Economics and Neuromarketing
3 questions
+ Behavioral Economics
5 lectures 47:02

The concept of anchoring draws on the tendency to attach or “anchor” our thoughts to a reference point — even though it may have no logical relevance to the decision at hand. It is an art of how you ask the question, how you set the anchor.

The decoy effect (or asymmetric dominance effect) is the phenomenon whereby consumers will tend to have a specific change in preference between two options when also presented with a third option that is asymmetrically dominated.


Preview 15:44
Anchoring & Decoy Effect
1 question

In this course we will go through 3 human biases; Status Quo, Goal Gradient Effect and Expectancy Effect. We will dive deep in the relation between the expectancy effect and customer satisfaction

Status Quo, Goal Gradient Effect, Expectancy Effect
02:54
Status Quo, Goal Gradient Effect, Expectancy Effect
2 questions

Suppose you have a serious heart disease and your doctor offers you a risky operation. In a research made on doctors, they tend to recommend the operation when they are given the statistics as;

«Of one hundred patients who have this operation, ninety are alive after five years»

However less doctors recommend the operation when they are given the statistics as

«Of one hundred patients who have this operation, ten are dead after five years»

In this lecture we will study 2 behavioral economics principles; Framing and Decision Point Intercepts (DPI) and one human bias about planning; Planning Fallacy

Framing, Decision point intercepts, Planning Fallacy
08:59
Framing, Decision point intercepts, Planning Fallacy
2 questions

Now imagine you have 100 dollars and you buy a ticket for a musical for 50 dollars. Just before you go to the venue you realize that you lost the ticket. Would you buy a second ticket for the same price?

The sunk cost effect is the tendency for humans to continue investing in something that clearly isn't working. Just because they invested an initial.

In this course we will study mental accounting, sunk cost effect and choice overload. We will have examples of their daily usages not only in products and services but also to make a better world, to help people achieve their goals.

Mental Accounting, Sunk Cost Effect, Choice Overload
06:22
Mental Accounting, Sunk Cost Effect, Choice Overload
1 question

Christopher Wylie, who worked for data firm Cambridge Analytica, reveals how personal information was taken without authorisation in early 2014 to build a system that could profile individual US voters in order to target them with personalised political advertisements.

NEW: Using behavioral patterns to affect political decisions
13:03
+ Senses
3 lectures 16:29

The first usage of scent marketing goes back to real estate brokers in US started to put different smells before the candidate buyer visiting the house. This lecture will show you the latest trends in scent marketing in retail.

Scent Marketing
06:07

When businesses use music and sounds in their promotions one of their objectives is to encourage the listener to associate a particular sound with an organisation so that it can be used to reinforce the brand.

We will see famous brands' usage of sound, such as McDonald's or Intel.

Power of sound in purchase behaviour
03:27

This lecture will show very practical and easy to implement tools to choose a name, display and price your products.

How to name, display and price your products
06:55

Quiz includes the following lectures;

Scent Marketing

Power of Sound in Purchase Behaviour

How to name, display, price products

Sense
5 questions
+ Experiments
1 lecture 00:06

Experiment samples and how to structure your own experiments. In this section you will learn real life examples of field experiments on decision architecture. 

This section does not have video lectures. You need to study the "Field Experiments And ANOVA" attached as an Article Content and read the Nudge Database in the external contents area.

22.05.2020 update: We have just added a very interesting experiment on "Heads or Tails: The Impact of a Coin Toss on Major Life Decisions and Subsequent Happiness" from Steven D Levitt. One of the most interesting papers released recently.

How to structure your own experiments
00:06
+ Psychological Tricks in Daily Life
1 lecture 08:41

When you try to sell a service, you need to sell yourself before trying to sell the service. It all depends how much your client trusts and likes you.

In this lecture we will mention some psychological tricks to make people like you and buy from you.

How to make people like you
08:41
+ New Addition: What happened since 2016
3 lectures 09:50
Nudge example from private sector
01:20
Group-based weight management services
03:25
Hospital Vending Machines
05:05