Behavioral Economics: Consumer Choice and Decision Making

WHO IS THIS PROGRAM FOR ?

This program is designed for mid- to senior-level executives responsible for making critical business decisions that impact employees, customers, and organizations. The curriculum will equip you with the tools and knowledge necessary for evaluating internal and external factors more effectively.

Whether you're in sales, marketing, brand management, or consultancy, you will benefit from exploring the why behind decision making and uncovering the underlying drivers of choice, such as social forces and norms. The application of these insights can potentially help you influence customer decision making, enhance customer experience, and drive better business outcomes and enterprise value.

Learn how to leverage behavioral economics principles to enhance your decision-making skills, gain a deeper understanding of your customers' behavior, and cultivate long-term relationships with them.

KEY TAKEAWAYS

Wharton’s Behavioral Economics: Consumer Choice and Decision Making program helps drive positive business impact by using insights from psychology into consumer motivation and bias in decision making. This program will enable you to:

Analyze consumer behavior through decision environments and choice architecture
Evaluate how social forces motivate individuals and influence behavior
Understand principles that drive demotivation and motivation
Evaluate how present bias, tax salience hidden fees, and add-on charges impact decision making

PROGRAM MODULES

Module 1: Influencing Behavior and Choice

Module 2: Social Forces on Decision Making

Module 3: Preference for equality and Reciprocation

Module 4: Motivation Strategies

Module 5: The Influence of Present Bias

Module 6: Tax Salience and Pricing

PROGRAM EXPERIENCE

Weekly Discussions

Final Project

Assignments

Reflection Prompts

Knowledge Checks

Try-It Activities

Live Webinar

FINAL PROJECT

For your final project, you will pick a concept from the course and write a memo to a CEO expressing your views of how an organization should best apply that concept. You will then present your views to your cohort. Your ability to apply the topics and frameworks from the modules to these real-world environments will determine your grade.

FACULTY

JUDD B. KESSLER, PHD

Howard Marks Professor, Department of Business Economics and Public Policy at the Wharton School, University of Pennsylvania

Professor Judd B. Kessler received a BA in economics from Harvard University in 2004, an MPhil in economics from Cambridge University in 2005, and his PhD in business economic...

Certificate

Upon successful completion of the program, you will earn a digital certificate of completion from the Wharton School.

Note: After successful completion of the online program, your verified digital certificate will be emailed to you in the name you used when registering for the program. All certificate images are for illustrative purposes only and may be subject to change at the discretion of the Wharton School.

This online certificate program does not grant academic credit or a degree from the Wharton School of the University of Pennsylvania.

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Didn't find what you were looking for? Write to us at learner.success@emeritus.org or Schedule a call with one of our Program Advisors or call us at +1 680 205 5118 (US) / +44 185 845 9995 (UK) / +65 3135 1422 (SG)

Early registrations are encouraged. Seats fill up quickly!

Flexible payment options available.

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