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Foundations of Behavioral Economics (Fall 2024)

Sep 6, 2024 - Nov 19, 2024

$730 Enroll

Full course description

Businesses of all sizes and industries are applying behavioral economics to work with the brain of their customers instead of relying on what they believe people should do. To remain competitive, companies and their employees will need an understanding of how the brain really works and basic concepts from the field of behavioral economics. This in-depth knowledge is required to begin combining concepts together to properly apply and test ways to solve real business problems with BE. This 10-week course, a core class of the Certificate in Applied Behavioral Economics, provides this foundation and a safe opportunity for students to begin applying behavioral economics concepts 

What Your Customer Wants and Can't Tell You, by Melina Palmer is required reading for this course. The price of the course had been adjusted by $20 so you can buy the book.


The course instructor is Melina Palmer, founder and CEO of The Brainy Business, which provides behavioral economics consulting to businesses of all sizes from around the world. Her podcast, The Brainy Business, has more than 1.2 million downloads in over 170 countries. Melina worked in corporate marketing and brand strategy for over a decade before earning her master’s in behavioral economics. She has contributed research to the Association for Consumer Research, Filene Research Institute, and runs the Behavioral Economics & Business column for Inc Magazine. Check out her award-winning books, What Your Customer Wants and Can’t Tell You (2021), What Your Employees Need and Can't Tell You (2022), and The Truth About Pricing (2024) on sale now.

Curriculum Outline (subject to change)

In this class, students can expect to learn about: 

  • An introduction to how the brain really works, what behavioral economics is, and why it matters in business
  • Important Behavioral Economics Concepts, and How To Start Using Them, Including:
    • Framing
    • Priming
    • Anchoring & Adjustment
    • Relativity
    • Loss Aversion
    • Scarcity
    • Herding
    • Social Proof
    • Choice Architecture
    • NUDGES
    • The Paradox of Choice
    • Surprise & Delight
    • Peak-End Rule
    • Reciprocity
    • Habits
  • Melina's Behavioral Baking method and how to start considering applying behavioral economics into your work