Acumen Presents: Dan Ariely on Changing Customer Behavior
What you'll learn
- Map your customer’s behavior journey
- Apply six behavior change principles to your social enterprise
- Understand five value and pricing principles to understand how to price your product
- Design experiments to test these principles in action
- There are no prerequisites for this course. Students will need a sense of self-motivation to actively complete course activities.
Many innovations deployed to solve social problems never reach their full potential. Sometimes they fail because people resist changing their behavior even when they know they should do things like stop smoking, show up to a job training course, start using solar power, take a daily pill, or wash their hands. Knowledge alone won’t cause them to make the switch. There are other motivations, other drivers, and other factors about how their environments are set up that need to be accounted for and potentially redesigned.
This is where social science research can inform the work of social entrepreneurs. In this course, Dan Ariely, a professor at Duke University and the author of the New York Times bestseller Predictably Irrational, will help social entrepreneurs apply insights from behavioral economics and psychology to understand how people make decisions. His research shows that when people make small adjustments to their environment or their daily routines, they can generate new use patterns and trigger better decisions that improve health, education, financial wellbeing, environmental preservation, and other forms of social good.
By drilling down to specific behaviors that your customers need to perform to use your product or service in an intended way, you’ll uncover new opportunities to redesign elements of the experience or motivate people to take the required steps.
In addition to video tutorials from Dan, you'll also gain access to 4 Behavior Change Design Guides (totaling over 90 pages) that will include step-by-step exercises to apply these principles to your product, along with examples from other social enterprises. Once you start seeing these principles in everyday life, you won’t be able to resist redesigning elements of your own life and business to help you and the people around you.
Who this course is for:
- Aspiring or active social entrepreneurs looking to design smarter products and services to achieve social impact
- Anyone who wants to learn how to apply practical insights from behavioral economics and psychology to real-life businsesses
Acumen is changing the way the world tackles poverty by investing in companies, leaders and ideas. We invest patient capital in businesses whose products and services are enabling the poor to transform their lives. Founded by Jacqueline Novogratz in 2001, Acumen has invested more than $110 million in 102 companies across Africa, Latin America, South Asia and the United States. We are also developing a global community of emerging leaders with the knowledge, skills and determination to create a more inclusive world. In 2015, Acumen was named one of Fast Company's Top 10 Most Innovative Not-for-Profit Companies.
Acumen Academy is the world’s school for social change. Our mission is to unleash a new generation of social innovators and leaders with the determination and grit to build a more just, inclusive and sustainable world. Blending the best of online and offline learning, we offer anyone, anywhere access to the practical tools, practices, resources and supportive community they need to achieve positive social change. With 700 Fellows and 500,000 course takers in 193 countries, the Acumen Academy community represents a new generation of social innovators and leaders committed to doing what’s right in a world that loves easy.
Dan Ariely is a professor of psychology and behavioral economics at Duke University and a founding member of the Center for Advanced Hindsight. He is the author of the bestsellers Predictably Irrational, The Upside of Irrationality and The Honest Truth About Dishonesty. His latest book--Payoff: the Hidden Logic That Shapes Our Motivations--comes out in November 2017.
Through his research and his (often amusing and unorthodox) experiments, Dan questions the forces that influence human behavior and the irrational ways in which we often all behave. His TED talks have been viewed over 4 million times and he publishes widely in the leading scholarly journals in economics, psychology, and business. His work has been featured in a variety of media including The New York Times, Wall Street Journal, Washington Post, Boston Globe, Business 2.0, Scientific American, Science and CNN. He splits his time between Durham NC and the rest of the world.