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 ()
Tell me more!Online
Course Overview
In this course, you will be introduced to the three most important drivers in unconscious thinking that help determine purchase decisions. You will explore attentional filtering, emotional primacy, and coherence, using examples to understand each driver's impact on customer behavior. 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, emotion, and coherence impact customer behavior
- Explore the interplay of emotional thinking and analytical thinking in customer behavior
- Recognize faulty managerial mindsets
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
Our programs are expressly designed to fit the lives of busy professionals like you.
Learn From
cornell's Top Minds
cornell's Top Minds
Courses are personally developed by faculty experts to help you gain today's most in-demand skills.
Power Your
career
career
Cornell's internationally recognized standard of excellence can set you apart.
Stack To A Certificate
Request Information Now by completing the form below.
Act today—courses are filling fast.