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 this course, you will examine how customer behavior can be used to predict online purchases. You will explore what makes online purchasing unique, including connections with key metrics such as converting web traffic into purchases. You will also assess how the three key drivers of customer behavior impact the online purchasing environment. 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
- Explore what makes the online purchasing environment unique through the lens of consumer behavior
- Examine the effect of the three key drivers of customer behavior on online purchasing
How It Works
Who Should Enroll
- Brand managers
- Product managers
- Engineers and software developers
- Tech leaders
- Project managers
- UX and web design professionals