Behavioral Economics: A Guide to Customer Understanding and Attraction

We harness workings of human cognition and persuasion to propel business growth

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What you will get:

Acquire the ability to uncover your client’s subconscious thoughts, even when they are unaware of them or trying to conceal them.
Explore neuromarketing, cognitive processes and influencing customers.
Discover how behavioral economics can be a powerful tool for driving business development.
Learn strategies to increase customer loyalty to your brand, ultimately improving profitability.
Analyze successful case studies from various brands and gain the expertise to develop your own winning strategies.

About this course

Are you eager to gain a deeper understanding of your customers and wield the power to influence them effectively? Look no further than our online course! Here, you’ll grasp the fundamentals of behavioral economics, uncovering the processes that guide buyer decisions and as well as the factors that shape them. Throughout this course, you’ll equip yourself with a neuromarketing toolkit designed to sway emotions, capture attention and intensify customer sentiments. We’ll teach you how to not only attract fresh clients but also nurture existing relationships, fortify brand loyalty and increase your bottom line. As you progress through our classes, you’ll explore a treasure trove of real-world success stories showcasing the potent impact of neuromarketing across various brands. These case studies will serve as inspiration for crafting your own strategy or adopting proven tactics. By the course’s end, you’ll acquire a comprehensive understanding of consumer emotional responses and decision-making motivations — knowledge that can be applied to your personal and professional life. You’ll gain the ability to adjust your sales approach, steering it toward higher levels of efficacy, all while skillfully managing people’s behaviors in alignment with your objectives. Unveil the inner workings of behavioral economics, and unlock the secrets to crafting more captivating advertisements, refining product quality, and ultimately, securing a lot of satisfied and loyal customers.

Course structure

Lesson 1. Economics and Behavior

21:18 min
1 quiz
1 case
In this lesson, we delve into the topic of human behavior and its interaction with economics and why it is more related to human aspiration than to reality. We’ll navigate through the theory of bounded rationality, all while immersing ourselves in real-life applications of behavioral psychology.

In the extra materials for this lesson, you’ll find more examples of logical traps that behavioral economics contains. Furthermore, you’ll have the opportunity to dive deeper into this topic, learning about other techniques designed to empower you in making sound decisions.

Lesson 2. The Main Principles of Neuromarketing

9:36 min
1 quiz
1 case
In this lesson, we will explore the concept of neuromarketing and examine its diverse applications across different industries.

In the extra materials for this lesson, you will have the opportunity to delve into a simplified model of the brain, gaining insights into the specific brain regions and functions that neuromarketing investigates. You will also find illuminating examples from world-renowned companies, illustrating how the color of their logos can evoke distinct consumer associations.

Lesson 3. Understanding Customer Behavior

11:25 min
1 quiz
1 case
In this lesson, we’ll delve into customer behavior, exploring four distinct buying behavior types and patterns that can significantly enhance the effectiveness of your advertising campaigns.

Within the extra materials, you’ll have the opportunity to familiarize yourself with the most widely used tools from the field of behavioral economics for analyzing customer behavior patterns. Additionally, we’ll take a closer look at how age-related characteristics influence purchasing behavior.

Lesson 4. Deciphering the Psychology of Purchase Decisions

11:18 min
1 quiz
1 case
In this lesson, we delve into the intricate factors driving people’s buying decisions and explore effective methods to stimulate the purchase of goods and services.

Additionally, you’ll gain insights into the repercussions a company may face if customers are dissatisfied after a transaction. You will also receive a checklist for wielding the power of social media in your marketing endeavors.

Lesson 5. Emotional Marketing Unleashed

11:22 min
1 quiz
1 case
The concept of emotional marketing revolves around promoting products or services by evoking emotional responses. It’s a dynamic approach that not only captures the attention of your audience but also prompts them to take action. In this lesson, we’ll delve into emotional marketing, exploring its mechanisms, applications, and strategies for implementation.

Additionally, we’ll examine the impact of storytelling on consumer choices and the core indicators of emotional intelligence.

Lesson 6. Framing in Marketing

11:02 min
1 quiz
1 case
The framing effect was developed by behavioral economists. This effect unveils how people react to information based on its presentation. It underscores that the key isn’t just what is said but how it’s said.

In this lesson, we’ll explore this concept in depth, examining its various manifestations and uncovering strategies to leverage it for boosting sales. We’ll dissect real-world advertising campaigns where the framing effect played an important role in propelling brands to monumental success.

In the extra materials, you’ll witness firsthand the practical impact of framing. Additionally, we’ll delve into cognitive biases in order to communicate effectively with your audience when implementing a marketing strategy.

Lesson 7. Building Strong Brands

9:46 min
1 quiz
1 case
Building a strong brand is one of the most effective tools that companies can use to differentiate themselves from competitors and earn the trust of consumers. This is what will be discussed in this lesson. We’ll delve into the importance of enhancing brand capital, dissect the components of a robust brand and gather branding insights from the field of neuromarketing.

Additionally, you’ll receive a checklist for creating a strong brand, along with a step-by-step guide to crafting a brand narrative.

Lesson 8. Neuromarketing: Shaping Behavior through Design

10:46 min
1 quiz
1 case
Did you ever wonder why people gravitate towards one design but not another? How design can influence behavior? In this lesson, we’ll answer these questions and more, unveiling the fundamental effects of behavioral economics and their practical applications in the realm of design. You’ll discover how to create appealing and behaviorally impactful designs for both digital and analog products as well as study the current trends in analog product design.

From extra materials you will learn about the psychology of shapes. This will help you in working on the product design. You will also be able to create an empathy map.


Upon successful completion of the course, you will receive a certificate in your email. It will confirm the knowledge and skills you will have acquired.



Матвей Кукшев