3-week online course

This is a self-directed course, that we suggest to be completed in 3 weeks. Throughout numerous experiments and exercises, you will become a choice architect understanding how to influence people’s decisions by shaping the context within which decisions are made. You will realise how predictably irrational is our behaviour and get trained on a model that will improve your activities.

Key topics of this course

  • Choice Architecture

    Reframing the environment and layout of choices.

  • Priming & Framing

    Influencing behaviour by shaping expectations.

  • Context Tricks

    Default selection, Decoy effect and many more.

Who should attend

This course will give you the knowledge and tools you need, to design the optimum decision context. This looks like:

  • Product and brand leaders

  • Digital managers

  • Trade marketers

  • Sales managers

  • UX/UI Designers

Course outline

  • 1

    Week 1: Revealing how we (don't) make decisions

    • Welcome to the Masterclass!

      FREE PREVIEW

    • How are you planning to use this knowledge?

    • We think much less than we think we think

    • Foot circles & Autopilot

    • Explaining Behavioural Economics

    • Thinking Fast and Slow

    • Uber case study
  • 2

    Week 1: Exploring the Decision Making Model

    • Introducing the Decision Making Model

    • The power of Habit

    • QUIZ

    • The Status Quo bias

    • Reality behind decision making

    • What are the choices you would like to influence?

    • The power of Context

    • Decision Making Model 1-pager
  • 3

    Week 2: Hacking decisions part 1

    • Quiz

    • Choice architecture

    • Loss aversion & Prospect theory

    • IKEA effect

    • Endowment effect

    • Reflections on Loss aversion

    • Priming

    • Reflections on Priming

    • Framing

    • Reflections on Framing
  • 4

    Week 3: Hacking decisions part 2

    • Choice overload

    • Reflections on Choice overload

    • Opt In vs. Opt Out

    • Default choice in action

    • Active choice

    • Reflections on Default choice

    • Quiz

    • Decoy effect

    • Reflections on Decoy effect

    • Middle option effect

    • Reflections on Middle Option effect
  • 5

    Congratulations and Next steps

    • What we've learned in this masterclass

    • Summary Quiz

    • Additional material to watch

    • Congratulations! - Get your Certificate

    • BRANDS Masterclass preview

Start learning today

Relevant courses