Course curriculum

  • 1

    Welcome to the Course

    • Welcome to Dan Ariely on Changing Customer Behavior
    • Course Logistics
    • Meet Your Instructors
  • 2

    1. Introduction to Behavior Change for Social Entrepreneurs

    • Video: Introduction to Behavior Change from Dan Ariely
    • Participate in the Discussion Forum
    • Resource: Listening Guide
    • Video: Why Social Science Can Unlock New Insights for Entrepreneurs
    • Video: What the Typical Approach to Behavior Change Gets Wrong
    • Video: Where Entrepreneurs Should Start
    • Research Brief: Why "Bumps in the Road Matter"
    • Video: Design the Path of Least Resistance
    • Quiz 1: Apply Your Knowledge of Behavior Change
    • Resource: Behavior Change Design Guide
  • 3

    2. Behavior Change Principles to Trigger Use of Your Product

    • Resource: Listening Guide for Section 2
    • Video: Choice Architecture and Choice Overload
    • Research Brief: Default Bias & Organ Donation
    • Research Brief: Defaults in the Grocery Store
    • Video: Evoking Cues and Loss Aversion
    • Research Brief: TV Sales, Retirement Funds, and Loss Aversion
    • Video: Social Desirability and Social Proof
    • Video: Concreteness
    • Video: Incentives
    • Research Brief: Don't Mix Market and Social Norms
    • Research Brief: The Case of the Daycare Center
    • Research Brief: Complete and Incomplete Contracts
    • Quiz 2: Identify the Behavior Change Principle
    • Resource: Behavior Change Design Guide 2
  • 4

    3. Design a Product Customers Will Value and Pay For

    • Resource: Listening Guide for Section 3
    • Video: Value Perception
    • Video: Relativity
    • Research Brief: Starbucks and Dunkin Donuts
    • Video: The Pain of Paying
    • Research Brief: Mental Accounting
    • Video: The Peril of Pay-As-You-Go
    • Resource: Behavior Change Design Guide 3
  • 5

    4. How Entrepreneurs Can Design Behavior Change Experiments

    • Video: Experimental Design for Entrepreneurs
    • Video: Things All Experiments Need
    • Video: The Ethics of Experiments
    • Video: Why Experiments Can Change the World
    • Video: A Coin Experiment in Kenya
    • Resource: Behavior Change Design Guide 4
    • Complete the Post-Course Survey
    • Join the Acumen Academy Community