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.
Course Overview
In this course, you will examine how behavioral science can help when developing a pricing strategy. You will explore best practices and discuss the importance of the three drivers of consumer behavior on pricing strategies, including understanding what makes a price coherent or incoherent, the effect of emotional responses to prices, and the influence of attentional biases on price evaluations.
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
- Examine different approaches to pricing
- Determine what makes a price coherent
- Explore behavioral pricing strategies
- Reduce the pain of paying
How It Works
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
Get It Done
100% Online
100% Online
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