Marketing and product departments spend billions to understand and influence consumers—with mixed results. Behavioral economics brings to bear psychology, economics, and marketing to better understand the often-hidden factors that really influence consumer behavior.

For this course, Yale Center Beijing is offering AmCham members a 15% discount.

Master Behavioral Economics with Leading Yale Scholars
Drive better business results using cutting edge behavioral research to:

• Better frame your value proposition
• Design memorable customers experiences
• Understand conscious and unconscious choice drivers
• Redesign research practices to generate real consumer insights
• Learn how to become an effective test and learn organization

Expertise : Engage with World-Renowned Scholars of Behavioral Economics
Among the most productive and cited scholars in the field, the YCCI faculty team utilizes decades of cutting-edge research to help address the challenges of today’s marketing, innovation, and research organizations.

Impact : Forge Leading Theory into Effective Practice
Grounded in the YCCI Decision Framework, the course systematically uncovers the fundamental behavioral insights that can be put to use to drive business results. Throughout the program, faculty share the current thinking in behavioral economics, moderate discussions, and guide work sessions to ensure learning in our classroom leads to action in
your boardroom.

Praise from prior participants
“Full of insights rooted in a framework that is easy to take back and apply to multiple businesses. Also
packs a lot of leading info into a thorough, enjoyable experience.”

“It’s introduced me to a fundamental shift in thinking that has implications across the organization—
for marketing, product development, advertising, technology and research.”

Return on learning

• Lead your organization informed by new ways of thinking about consumers based on the latest behavioral science research—uncovering the real drivers of consumer choice.
• Develop a deep understanding of how behavioral economics can immediately help solve pressing business challenges.
• Champion a culture of experimentation throughout your organization based on test-and-learn theory and practice.

Who should attend
The immersion program is crafted for executives with at least 10 years of experience who lead functional teams in such areas as marketing, branding, insights, innovation, product management, technology, strategy, and communications.

Day 1 : The foundations of behavioral economics
A hidden system of decision-making lies beneath our awareness. Day 1 will give you fundamental knowledge about the sometimes-surprising ways in which consumers decide whether to buy, when to buy, and how much to consume.

• A Behavioral Economics Framework: Beliefs, Goals, and Choices
• A Two-System Theory of Choice
• Designing Choice Architecture
• Problem Framing
• Habit

Day 2: Putting behavioral economics to work
In the second module, we turn our focus to how the latest ideas from behavioral economics can be used to solve your most pressing business challenges.

• Framing Value
• Framing Price
• Understanding Consumer Experiences
• Mindsets and Self-Control
• Overcoming Consumer Inertia to Choice

Day 3 : Learning a better way to learn Behavioral economics can help you not only understand what consumers do, but it can also show you how to learn about what they do. The final module focuses on the lessons of behavioral economics for conducting market research and experimentation in order to build a renewed culture of experimentation.

• The Value of Experimentation: Why We Should Test
• Designing Experimentation
• Behavioral Lens on Consumer Research

Investment
$8,500 (includes meals and lodging)
$7,500 (excludes lodging)
We offer 15% discount for AmCham members

Video introduction: http://v.youku.com/v_show/id_XMTQ0NzExODczMg​

To register: xiuling.li@yale.edu
Mobile: 18232535998
Wechat account: 16787648786