Behavioural Economics: Employee and Customer Behaviour
Learn how to motivate positive behaviour change
On this three-week course, you’ll investigate how to promote positive behaviour change in your employees through effective incentives and an awareness of default behaviours.
You’ll also examine customer behaviours and the role commitment plays in their decision-making.
Through an understanding of incentivisation, default behaviours, and commitment, you’ll recognise the role these play in motivating positive behaviour change in both your employees and customers.
Discover how mental accounting affects the response to incentives
To help increase the success of your incentives, you’ll be introduced to the concept of reference points and mental accounting.
You’ll examine defaults – the pre-selected options available if an individual doesn’t make an active choice. You’ll then explore how they exert influence, even if they have significant consequences, and why they work so effectively in anything from pension choices to hospital care.
Understand the use of different incentives
You’ll delve into different types of incentives such as financial and pro-social, assessing how successful they are in affecting behaviour change.
You’ll identify the difference between incentives and commitments and consider how you could use commitment pledges to change behaviour in a professional setting.
Investigate key learnings in behavioural science
By the end of the course, you’ll have a solid understanding of the behavioural economic factors that can influence your employees and customers.
Guided by Paul Dolan, Professor of Behavioural Science at the London School of Economics and Political Science, you’ll gain the skills and knowledge to start pushing for positive behavioural change in your workplace.
Learning on this course
On every step of the course you can meet other learners, share your ideas and join in with active discussions in the comments.
What will you achieve?
By the end of the course, you‘ll be able to...
- Discuss the use of different types of incentives and how well they can effect behaviour change.
- Examine the role of reference points and mental accounting in conditioning the response to incentives.
- Differentiate between incentives which have risk and/or time components and those which don’t, and think about how to use both.
- Explore the relationship between financial incentives and pro-social motives.
- Consider the widespread presence of defaults and the role of inertia in much of their (and others’) decision-making.
- Discuss ways to improve default options based on key learnings in behavioural science.
- Discuss the role of ethics in nudging, with special reference to the case of defaults.
Who is the course for?
This course is designed for anyone who wants to learn more about human behaviours and needs.
It will be particularly useful if you are a professional managing, building, or developing a team.
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