Innovate
VIEW COURSE CATALOGDan Ariely on Changing Customer Behavior
Harness the principles of behavioral change to reach more customers and create impact
Dan Ariely on Changing Customer Behavior
Learn How To
Map your customer’s behavior journey
Apply behavior change principles to your social enterprise
Price your product based on value and pricing principles
Design experiments to test these principles in action
Watch a Preview
Course Syllabus
01
INTRODUCTION TO BEHAVIOR CHANGE FOR ENTREPRENEURS
Video: Introduction to Behavior Change from Dan Ariely
Activity: Introduce Yourself to the Course Community
Video: What All Great Talks Have in Common
Resource: Listening Guide for Section 1
Video: Why Social Science Can Unlock New Insights for Entrepreneurs
Video: What the Typical Approach to Behavior Change Gets Wrong
Video: Where Entrepreneurs Should Start
Video: Why Bumps in the Road Matter
Video: Design the Path of Least Resistance
Quiz: Apply Your Knowledge of Behavior Change
Resource: Behavior Change Design Guide 1
02
BEHAVIOR CHANGE PRINCIPLES TO TRIGGER PRODUCT USE
Resource: Listening Guide for Section 2
Video: Choice Architecture and Choice Overload
Video: Default Bias and Organ Donation
Video: Defaults in the Grocery Store
Video: Evoking Cues and Loss Aversion
Video: TV Sales, Retirement Funds, and Loss Aversion
Video: Social Desirability and Social Proof
Video: Concreteness
Video: Incentives
Video: Don’t Mix Market and Social Norms
Video: The Case of the Daycare Center
Video: Complete and Incomplete Contracts
Quiz: Identify the Behavior Change Principle
Resource: Behavior Change Design Guide 2
03
DESIGN A PRODUCT CUSTOMERS WILL VALUE AND PAY FOR
Resource: Listening Guide for Section 3
Video: Value Perception
Video: Relativity
Video: Starbucks and Dunkin Donuts
Video: The Pain of Paying
Video: The Peril of Pay-As-You-Go
Resource: Behavior Change Design Guide 3
04
HOW TO DESIGN BEHAVIOR CHANGE EXPERIMENTS
Video: Experimental Design for Entrepreneurs
Video: Things All Experiments Need
Video: The Ethics of Experiments
Video: Why Experiments Can Change the World
Video: A Coin Experiment in Kenya
Resource: Behavior Change Design Guide 4
Leverage real-world expertise
Apply breakthrough insights from today’s leading thinkers to your social enterprise.
Adopt best practices
Learn tried and true methods to amplify your impact from the best in the business.
Enjoy lifetime access
Revisit courses, refresh your knowledge, and brush up on your skills at any time.
“
I strongly recommend this course to anyone who is in the business of seeking result (high achievers, intrapreneurs, entrepreneurs) - this will help you make better decisions.”
Anmol
Course Description
About
the Instructor
Professor of psychology and behavioral economics at Duke University and bestselling author of Predictably Irrational, The Upside of Irrationality, The Honest Truth About Dishonesty and Payoff.
About
the Instructor
Professor of psychology and behavioral economics at Duke University and bestselling author of Predictably Irrational, The Upside of Irrationality, The Honest Truth About Dishonesty and Payoff.
Related Courses
Team Course
Introduction to Human-Centered Design
Master human-centered design with IDEO.org to solve real world challenges
Enroll Now
On-Demand
Daniel Pink on the Art of Selling
Free
On Demand
3 hours
Move people to take action in a personal and purposeful way
Enroll Now
On-Demand
Debbie Millman on Branding for Social Change
$129
On Demand
5 hours
Build a purpose-driven brand aligned with your social mission
Enroll Now