Introduction to

Behavioral Science

Cornell Course

In the last few decades, scientists have unearthed new insights about how the human mind works. Nobel Prize winner Daniel Kahneman popularized the dual-process model of human decision-making, which suggests that our everyday decisions are guided by two systems: a fast and frugal System 1 and a slow and accurate System 2.

Yet marketing managers and market researchers have not fully incorporated these powerful insights into their practice. Many of them still rely on traditional research methods, such as focus groups and surveys.

In this course, you will explore how marketing managers and market researchers can benefit from adopting the dual-process model of human decision-making. You will examine when traditional research is appropriate and when other strategies, such as reviewing behavioral data and conducting experiments, are better suited to your needs. You will delve into the psychology of how and why consumers make decisions, particularly when it comes to purchasing behaviors.