Hosted by Yale School of Management.

Time and Location

To be determined.

Yale Center Beijing
8 Jianguomenwai Avenue, 36th Floor, Tower B, IFC Building (Yong’anli Station, Exit C)

Registration and Fees

¥53,000 RMB (program fee includes some meals and all program materials). Yale alumni and groups of 4 or more from the same company receive a 15% discount.
Click HERE to register.
Please email xiuling.li@yale.edu if you have any questions. (Ms. Xiuling Li, Managing Director, Asia Programs, Yale School of Management)

The Event

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.

Presented by Yale School of Management, this three-day program is taught by distinguished faculty fellows of Yale’s Center for Customer Insights (YCCI) who have collaborated with industry leaders to develop a rigorous, hands-on agenda grounded in a behavioral economics framework that produces results.

LANGUAGE

The language of the event will be English, with simultaneous translation into Chinese.

The Speakers

Ravi Dhar
George Rogers Clark Professor of Management and Marketing, Yale School of Management

Professor Dhar is the George Rogers Clark Professor of Management and Marketing & Director of the Center for Customer Insights. He is an expert in consumer behavior and branding, marketing management, and marketing strategy and a leader in bringing psychological insights to the study of consumer decision-making.

Nathan Novemsky
Professor of Marketing, Yale School of Management and Professor of Psychology

Professor Novemsky is Professor of Marketing in the Yale School of Management and has an appointment as Professor of Psychology in the Department of Psychology at Yale University. He is an expert in the psychology of judgment and decision-making.

Schedule

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
-   Choice Architecture and the Theory of Choice
-   Designing Satisfying Customer Experiences
-   Goal Activation and Receptivity
-   Motivation: A Contextual Perspective

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 Brand Value
-  Framing Price
-  Designing Effective Value and Pricing Frames
-  Communications: Mindsets and Self-Control
-  Overcoming Consumer Inertia to Choice

DAY 3: Conducting Deep Market Research Using Behavioral Economics

Behavioral Economics has implications not just for what consumers do, but for 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.

-  Value of Experimentation
-  Designing Experimentation
-  Behavioral Science Lens on Consumer Research
-  Designing a Useful Test