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.
Drivers of Consumer Behavior: Attention, Emotion, CoherenceCornell Course
Drivers of Consumer Behavior: Attention, Emotion, Coherence ()
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Course Overview
To be a customer-centric leader, you should be able to predict how your customers will respond to changes in product, price, or promotions. Yet even seasoned managers struggle with this because human behavior is truly complex.
In this course, you will be introduced to a novel framework to predict customer behavior: the AEC framework. Customer behavior is largely driven by three factors: attention (what are your customers focusing on while making the decision?), emotion (what is the emotional response to the information?), and coherence (is the information coherent or incoherent?). You will also examine three counterproductive managerial styles which can derail attempts to make the best use of insights gained from consumer behavior.
You are required to have completed the following course or have equivalent experience before taking this course:
- Introduction to Behavioral Science
Key Course Takeaways
- Examine how attention and emotion drive your customers' purchase decisions
- Explore the balance between emotional thinking and analytical thinking that your customers use while considering a purchase
- Consider the role of coherence in your customers' purchase decisions
- Examine faulty managerial mindsets and consider ways to fix those mindsets
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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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