+Acumen Master Class: Dan Ariely on Changing Customer Behavior

Many innovations deployed to solve social problems never reach their full potential. Sometimes they fail because people resist behavior change even when they know they should do things such as stop smoking, show up to a job training course, start using solar power, take a daily pill, or wash their hands. Knowledge alone wont cause them to make the switch. There are other motivations, drivers, and factors about how their environments are set up that need to be accounted for and potentially redesigned.

This is where social science research can inform the work of social entrepreneurs. In this course, Dan Ariely, a professor at Duke University and the author of the New York Times bestseller Predictably Irrational, will help social entrepreneurs apply insights from behavioral economics and psychology to understand how people make decisions. His research shows that when people make small adjustments to their environment or their daily routines, they can generate new use patterns and trigger better decisions that improve health, education, financial wellbeing, environmental preservation and other forms of social good.

By drilling down to specific behaviors that your customers need to perform to use your product or service, you’ll uncover new opportunities to redesign elements of the experience. You may also find new ways to motivate people to use or buy your product or service.

In addition to video tutorials from Dan, you’ll also gain access to 4 Behavior Change Design Guides (totaling over 90 pages) that will include step-by-step exercises to apply these principles to your product, along with examples from other social enterprises. Once you start seeing these principles in everyday life, you won’t be able to resist redesigning elements of your own life and business to help you and the people around you.

You can access Dan Ariely’s course for $100 on Udemy at any time.

Or you can sign up here as a friend of +Acumen and gain access to the course at a discounted price. You will also be among the first ones to receive updates on upcoming courses and additional discounts for new Master Classes. Best of all, we get to keep 97% of the revenue generated through this course. By signing up here you are helping us continue to produce and offer free online courses for social change-makers around the world. 

What Am I Going To Get From This Course?

This course consists of approximately 2 hours of video content containing actionable insights on behavioral economics and psychology from Dan Ariely. You’ll also get a series of Behavior Change Design Guides that will enable you to apply these research-grounded insights to your own product or service. By completing this course you will be able to:

  • Map your customer’s behavior journey.
  • Apply 6 Behavior Change principles to your social enterprise.
  • Apply Dan’s 5 Value and Pricing principles to appropriately price your product.
  • Design experiments to test these principles.

About the Course Instructor

DAN ARIELY is a professor of psychology and behavioral economics at Duke University and a founding member of the Center for Advanced Hindsight. He is the author of the bestsellers Predictably Irrational and The Upside of Irrationality and The Honest Truth About Dishonesty. His latest book, Payoff: the Hidden Logic That Shapes Our Motivations, comes out in November 2017.

Through his research and his (often amusing and unorthodox) experiments, Dan questions the forces that influence human behavior and the irrational ways in which we often all behave. His TED talks have been viewed over 4 million times and he publishes widely in the leading scholarly journals in economics, psychology, and business. His work has been featured in a variety of media including The New York Times, Wall Street Journal, Washington Post, Boston Globe, Business 2.0, Scientific American, Science and CNN. He splits his time between Durham NC and the rest of the world.

About the Startup Lab at the Center for Advanced Hindsight, Duke University
This course was developed in partnership with the Startup Lab at the Center for Advanced Hindsight at Duke University with generous input from Aline Grüneisen, Rachael Meleney and Rachael Lubbers. The Startup Lab aims to smartly accelerate the development of early stage companies in the health and finance fields through integrating behavioral economics principles and experimentation methods into their business models and products. Startups participating in their 3-9 month program will learn to leverage academic research to test, build, and scale their products and understand their users’ decision-making processes so as to design products that powerfully impact the way their consumers form habits, make decisions, and interact with digital tools. To learn more about the Startup Lab, visit their website here.

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