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.
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.
Key Course Takeaways
- Investigate the psychology of daily decision making
- Apply the best research methods to accurately predict consumer behavior
- Examine how behavioral data can help predict customer behavior
- Explore how traditional market research methods can provide valuable information
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How It Works
Who Should Enroll
- Brand managers
- Product managers
- Engineers and software developers
- Tech leaders
- Project managers
- UX and web design professionals