BUYER DECISIONS AND BEHAVIORAL ECONOMICS.

Catalog description

This course focuses on the psychological factors that drive decision-making across all business contexts, from customer purchases to employee choices to stakeholder negotiations. This course reveals how people actually make decisions versus traditional rational models, by combining theoretical foundations from cognitive and social psychology and economics with practical applications in marketing, management, and business strategy. Topics include perception and attention, information processing, identity influences, contextual influences, social influence, risk perception, self-control, preferences, expectations and inferences, decision heuristics and biases, and the ethics of choice architecture to affect business outcomes.