This three-day program is taught by distinguished faculty fellows of Yale’s Center for Customer Insights (YCCI) who have collaborated with industry leaders to develop a rigorous, hands-on curriculum grounded in a behavioral economics framework that produces results.
Marketing and product departments spend billions to understand and influence consumers — with mixed results. Behavioral economics brings to bear behavioral science research to better understand the often-hidden factors that really drive consumer behavior. Working shoulder-to-shoulder with marketing and insights leaders from organizations like P&G, IBM, Visa, Google, PepsiCo and American Express, our team understands today’s consumer insights needs — from foundational understanding to hot-off-the-press tools and systems.
Learn how to drive better business results using cutting-edge behavioral research to:
- Better frame your value proposition
- Understand conscious and unconscious choice drivers
- Design memorable customer experiences
- Redesign research practices to generate real consumer insights
- Learn how to become an effective test and learn organization
Who should enroll?
The program is crafted for executives with at least 10 years of experience who lead functional teams in such areas as marketing, branding, insights, innovation, product management, digital, strategy, and communications.
What is Behavioral Economics? Professor Nathan Novemsky explains in this video.
Master behavioral economics with leading Yale scholars and learn how to drive better business results using cutting-edge behavioral research
1.) Lead your organization informed by new ways of thinking about consumers based on the latest behavioral science research—uncovering the real drivers of consumer choice.
• Recognize the different drivers—beliefs and goals—that underlie your consumers’ brand and product choices.
• Dive deep into how your consumers’ brains work in intuitive and reflective ways.
2.) Develop a deep understanding of how behavioral economics can immediately help solve pressing business challenges.
• Engage with consumers along the decision-making journey armed with a deeper understanding of what choices they are making along the way.
• Discover a behavioral economics approach to framing value to better communicate the benefits of a product or experience.
• Learn how key points associated with consumers’ memory—like peak moments and duration—can influence their experience.
3.) Champion a culture of experimentation throughout your organization based on test-and-learn theory and practice.
• Rethink your consumer-research practice by integrating behavioral understanding with the traditional and non-traditional methodologies you’ve been using.
• Practice a test-and-learn approach on your firm’s own most pressing research questions.
A hidden system of decision-making lies beneath our awareness. Day 1 will give you fundamental knowledge about the sometimes-surprising ways in which consumers decide whether to buy, when to buy, and how much to consume.
- Session 1: A Behavioral Economics Framework: Beliefs, Goals, and Choices
- Session 2: A Two-System Theory of Choice
- Session 3: Designing Choice Architecture
- Session 4: Framing Brand Value
Day 2: Putting Behavioral Economics to Work
In the second module, we turn our focus to how the latest ideas from behavioral economics can be used to solve your most pressing business challenges.
- Session 5: Framing Price
- Session 6: Understanding Consumer Experiences
- Session 7: Communications: Mindsets and Self-Control
- Session 8: Overcoming Consumer Inertia to Choice
Day 3: Learning A Better Way To Learn
Behavioral economics can help you not only understand what consumers do, but it can also show you how to learn about what they do. The final module focuses on the lessons of behavioral economics for conducting market research and experimentation in order to build a renewed culture of experimentation.
- Session 9: The Value of Experimentation
- Session 10: Designing Experimentation
- Session 11: Behavioral Lens on Consumer Research
ENGAGE WITH WORLD-RENOWNED SCHOLARS OF BEHAVIORAL ECONOMICS
Among the most productive and cited scholars in the field, the YCCI faculty team utilizes decades of cutting-edge research to help address the challenges of today’s marketing, innovation, and research organizations.
Professor Dhar is the George Rogers Clark Professor of Management and Marketing & Director of the Center for Customer Insights. He is an expert in consumer behavior and branding, marketing management, and marketing strategy and a leader in bringing psychological insights to the study of consumer decision-making.
Professor Frederick is professor of Marketing in the Yale School of Management and his research focuses on preference elicitation, framing effects, intertemporal choice, and decision-making under uncertainty.
Professor Novemsky is Professor of Marketing in the Yale School of Management and has an appointment as Professor of Psychology in the Department of Psychology at Yale University. He is an expert in the psychology of judgment and decision-making.
Professor Chance is Assistant Professor of Marketing and studies persuasion and decision making, working passionately to understand how people can lead happier, healthier, more fulfilling lives.
Praise from Prior Participants
Leaders from the consumer packaged goods, technology, finance, healthcare, and B2B industries give high ranks to the program across the board:
“This course broaden my horizons in multiple ways in the area of Behavioral Economics and Behavioral Marketing. Suffice to say that the knowledge and quality of the faculty was extraordinary. The professors shared the knowledge they secured through their years in academics as well as personal work experience.”
“My time during Behavioral Economics Immersion was amazing, I took advantage of the faculty, lecturers, and networking. I still remember the advice from the faculty about testing, and now I´m an advocate of testing everything we do, but the most important is thing: testing it right!
“Outstanding content delivered by engaging professors. The behavioral economics course is relevant to my work and will make me a better marketing professional.”
“Full of insights rooted in a framework that is easy to take back and apply to multiple businesses. Also packs a lot of leading info into a thorough, enjoyable experience.”
“To learn this much about this topic in this short of time is huge…I’d definitely recommend it.”
June 9 – 11, 2020
Expected arrival date: June 8, 2020
The program fee includes all meals and lodging
LOCATION : Yale School of Management, 165 Whitney Ave, New Haven, CT
How do I explain the benefits of the certificate program to my supervisor?
Download the Sample Justification Letter.
*PROGRAM FEE Benefits
- 15% discount for YALE SCHOOL OF MANAGEMENT Graduate
- 10% discount for YALE UNIVERSITY Graduate
- 15% discount for 4 or more people
For more information, please contact firstname.lastname@example.org
Yale School of Management is proud to offer funding support for veterans interested in this program. For more information about financial aid options and eligibility please visit the Executive Education Veterans Benefits
Building on Yale’s deep heritage in behavioral economics, the Yale Center for Customer Insights partners with global marketing leaders to develop, test, and disseminate new insights that advance the understanding of the changing consumer. Drawing from the best minds in Behavioral Economics, the YCCI team helps industry leaders apply the most advanced understanding of consumer choice in today’s fast-changing marketplace. Having worked across industries and sectors for over a decade, the faculty team deeply understands the real, immediate problems of the marketplace and how to implement a Behavioral Economics approach to solve them. Select leaders with whom faculty have collaborated include: P&G, IBM, Visa, Google, Pepsico, American Express and Converse.
Driven by both curiosity and intellectual rigor, YCCI faculty fellows apply the most recent insights from Behavioral Economics to model and understand consumer action in the marketplace. Our multidisciplinary faculty have received numerous marketing awards and consulted for Fortune 500 companies. YCCI fellows generate much of the newest research in the field of Behavioral Economics.