Professor Manoj Thomas is a behavioral scientist who trains business executives to be customer-centric leaders and encourages them to build meaningful and purposeful connections with customers. Thomas has received the Apple Award and the Stephen Russell Family Teaching Award for excellence in teaching. Thomas is an expert on the psychology of price evaluations. He also studies how moral intuitions and political identity influence consumer behavior. His research has been published in marketing and psychology journals. He is the co-author of the book Why People (Don’t) Buy: GO and STOP signals. He is an associate editor for the Journal of Marketing Research and the Journal of Consumer Research.
How do you set a price that will earn you a handsome profit but won't turn customers away?
In this course, you will examine how an understanding of consumer behavior can help you set the optimal price for a product. You'll explore four behavioral pricing strategies and have a chance to apply them to your products. You'll also consider several real-world examples of how organizations have successfully employed behavioral pricing strategies.
You are required to have completed the following courses or have equivalent experience before taking this course:
- Introduction to Behavioral Science
- Drivers of Consumer Behavior: Attention, Emotion, Coherence
Key Course Takeaways
- Examine different approaches to pricing
- Determine what makes a price coherent
- Explore behavioral pricing strategies
- Reduce the pain of paying
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How It Works
3-5 hours per week
100% online, instructor-led
Cornell SC Johnson College of Business
Nakashimoato Professor of Marketing and Sr. Director of Executive MBA Programs, Cornell SC Johnson College of Business
Who Should Enroll
- Brand managers
- Product managers
- Engineers and software developers
- Tech leaders
- Project managers
- UX and web design professionals
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