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.
Using Behavioral Science to Influence Customer Behavior OnlineCornell Course
Behavior Online
Cornell CourseUsing Behavioral Science to Influence Customer Behavior Online ()
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Course Overview
An online store is a necessity for almost every business. You also want a physical store that attracts customers. Yet even if you offer the same thing online that you sell in a brick-and-mortar store, you need a different approach for your online store.
In this course, you will explore two frameworks to help you make the most of your online store. The first framework offers recommendations for bringing more people to your website then turning those visitors into customers. The second framework explores how to use the three key drivers of human behavior — attention, emotion, and coherence — to improve your online store. By the end of this course, you will have an improved understanding of the behaviors driving the metrics that your teams track to better engage customers online.
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
- Consider strategies for bringing more traffic to your website
- Determine how to capture and keep the attention of customers
- Explore strategies for triggering positive emotions and avoiding negative ones in your online store
- Identify how you will ensure that your web presence is coherent
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Course Length
2 weeks
Effort
3-5 hours per week
Format
100% online, instructor-led
Course Author
Manoj Thomas
Professor
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
- Marketers
- Brand managers
- Product managers
- Engineers and software developers
- Tech leaders
- Project managers
- UX and web design professionals
- Entrepreneurs
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