Upon completion of this course, participants will be able to:

• Define and differentiate key concepts in **Behavioral Economics** and their relevance to marketing (e.g., biases, heuristics).
• Design and implement various **Behavioral Research Methods** (e.g., A/B testing, field experiments, observation).
• Apply principles of motivation, perception, and learning to explain and predict consumer behavior.
• Identify and account for common cognitive biases (e.g., anchoring, framing) in marketing strategy and pricing.
• Utilize **Ethnographic and Observational Research** to gain deep, non-conscious consumer insights.
• Translate complex behavioral research findings into actionable segmentation and communication strategies.
• Critically evaluate the ethical implications of behavioral research and nudging in marketing practice.
• Integrate behavioral data with traditional market research (quantitative) for a holistic understanding of the customer.

• Market Research Analysts and Consumer Insights Managers
• Product Managers and UX/UI Designers
• Marketing Strategists and Innovation Specialists
• Digital Marketers and Conversion Rate Optimization (CRO) Specialists
• Professionals interested in Behavioral Economics and Psychology

• Group Behavioral Experiment Design Workshop (Designing an A/B Test for a website)
• Case Studies on Successful Application of Behavioral Biases in Marketing Campaigns (e.g., pricing)
• Individual Exercise: Analyzing a Consumer Behavior Scenario and Identifying Key Biases
• Discussions on the Ethical 'Dark Patterns' and Responsible Nudging
• Hands-on Review of Ethnographic Video Clips and Insight Generation

Unit 1: Foundations of Behavioral Economics

• Introduction to **System 1 (Fast) and System 2 (Slow)** thinking models.
• Defining and exploring key cognitive biases (e.g., anchoring, loss aversion, status quo bias).
• The role of heuristics (mental shortcuts) in everyday consumer decision-making.
• Understanding customer motivation, emotional drivers, and non-conscious influences.
• Applying the **Nudge Theory** to influence purchasing behavior ethically.

Unit 2: Behavioral Research Design and Methods

Experiments and Observation
• Designing effective **A/B Testing** and multivariate experiments for marketing interventions.
• Mastering the principles of controlled field experiments and causality.
• Techniques for conducting **Ethnographic Research** and in-context observation (Shopalongs, Day-in-the-Life).
• Utilizing neuro-marketing techniques (e.g., eye-tracking, galvanic skin response) for non-conscious insight.
• The importance of sampling, control groups, and statistical rigor in behavioral studies.

Unit 3: Application to Product and Pricing

Innovation and Value Perception
• Applying loss aversion to framing product features and guarantees.
• Using the **Decoy Effect** and anchoring bias in pricing strategy and menu design.
• Behavioral insights for product design, feature prioritization, and simplifying complexity.
• Strategies for communicating scarcity, social proof, and urgency to drive conversion.
• Utilizing commitment and consistency biases for subscription models and loyalty programs.

Unit 4: Behavioral Insights in Communication and Digital

Messaging and CRO
• Crafting communication that leverages framing effects and reference points.
• Applying behavioral principles to website design and Conversion Rate Optimization (CRO).
• Using social proof (reviews, testimonials) and authority in digital messaging.
• Techniques for reducing cognitive load and friction in the customer journey.
• The role of gamification and reward mechanisms based on behavioral science.

Unit 5: Ethics, Integration, and Future Trends

Strategy and Responsibility
• Critically evaluating the ethical boundary between nudging and manipulation in marketing.
• Integrating behavioral findings with traditional quantitative market segmentation.
• Developing a robust **Behavioral Insights Strategy** within an organization.
• The impact of personalized behavioral data and AI on future marketing practice.
• Case studies of successful and unethical applications of behavioral science.