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Is the economic theory of utility a useful way of understanding consumer behavior? Ronald Coase and Gary Becker, Nobel economists at the University of Chicago, explain and discuss the theory of rational maximizing utility. They describe how consumers rank preferences and then attempt to choose the highest preference according to their resources, and they discuss whether firms and households operate with similar principles. They consider whether it...
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Great marketers know how their customers think and act. Learn to track and understand consumer behavior so you can develop better marketing plans.
Great marketers know how their customers think and act. They pay extra attention to consumer behavior: the way people buy and use products and services. Understanding consumer behavior can help you crawl inside the mind of a customer and be more effective at marketing, design, packaging, product development,...
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Consumer behavior is rapidly evolving in an all-online world. Learn to shift your perspective and let go of dated notions.
With so much information on consumers available these days, traditional, large-scale market segmentation strategies just won’t cut it anymore. Many consumers defy categorization and each person is, literally, a market of one. In this audio-only course, Michael Solomon teaches how to connect with these consumers who defy categorization,...
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Learn the fundamentals of consumer behavior by applying insights from the field of neuroscience to refine and improve your marketing approach.
If you’re a marketing strategist, one of your key tasks is finding out why customers buy your product so you can drive sales and promote your brand. That means you need to get a better understanding of consumer behavior. Did you know that neuroscience can help? In this course, consumer behavior experts Matt...
5) Data-ism: the revolution transforming decision making, consumer behavior, and almost everything else
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A technology reporter for the "New York Times" traces the rise of Big Data and explains how individuals and institutions will need to exploit, protect, and manage their data to stay competitive in the coming years.
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Revolutionary retail guru Paco Underhill is back with fresh observations and important lessons in this completely revised edition of his classic, witty bestselling book on our ever-evolving consumer culture.
This enlightening edition includes new information on:
-The latest trends in online retail—what retailers are doing right and what they're doing wrong—and how nearly every Internet retailer from iTunes to Amazon can...
This enlightening edition includes new information on:
-The latest trends in online retail—what retailers are doing right and what they're doing wrong—and how nearly every Internet retailer from iTunes to Amazon can...
7) Easy Money
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INSTANT NEW YORK TIMES BESTSELLER
From a famous actor and an experienced journalist, a wildly entertaining debunking of cryptocurrency, one of the greatest frauds in history and on course for a spectacular crash
At the height of the pandemic, TV star Ben McKenzie (The O.C., Gotham) was the perfect mark for cryptocurrency: a dad stuck at home with some cash in his pocket, worried about his family, armed with only the vague notion that people were...
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Why do smart people make irrational decisions every day? The answers will surprise you. This book is a look at why we all make illogical decisions. Why can a 50-cent aspirin do what a penny aspirin can't? If an item is "free" it must be a bargain, right? Why is everything relative, even when it shouldn't be? How do our expectations influence our actual opinions and decisions? In this book, the author, a behavioral economist cuts to the heart of our...
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Wharton professor Jonah Berger draws on his research to explain the six steps that make products or ideas contagious.
What makes things popular? If you said advertising, think again. People don't listen to advertisements, they listen to their peers. But why do people talk about certain products and ideas more than others? Why are some stories and rumors more infectious? And what makes online content go viral? Wharton marketing professor Jonah Berger...
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NewsHour economics correspondent Paul Solman speaks with Ellen Ruppel Shell, author of, "Cheap: The High Cost of Discount Culture," which explores modern consumers' love of inexpensive, mass-produced products, and the downsides - on wages, the environment, and quality - that a discount culture creates.
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Americans all shop, but beyond basic food and shelter, why do Americans buy? In this video clip, see interviews with scientists investigating the power of the shopping instinct. In L.A., neuroscientists are discovering what TV advertising does to the brain. In New York, anthropologists reveal what social forces act upon people inside stores. The clip also features psychiatrists outlining how to distinguish between a shopping hobby and a dangerous...
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"We all try to influence others in our daily lives. We are all marketers, whether you are a manager motivating your team, an employee making a big presentation, an activist staging a protest, or a teacher trying to encourage your students. In For the Culture, Marcus Collins argues that true cultural engagement is the most powerful vehicle for influencing behavior. To effectively engage with communities we first need to think hard about what we will...
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"From Tim Wu, author of the award-winning The Master Switch and who coined the phrase "net neutrality"--A revelatory look at the rise of "attention harvesting," and its transformative effect on our society and our selves. Attention merchant: an industrial-scale harvester of human attention. A firm whose business model is the mass capture of attention for resale to advertisers. In nearly every moment of our waking lives, we face a barrage of advertising...
17) Consumer sense
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Gives tips on how to be a smart consumer, including how to assess needs and wants, what to know about consumer rights and responsibilities, how to handle peer pressure and how to get the most out of your money.
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"As we become a more digital society, the gains that have been made for the environment by moving toward a paperless world with more and more efficient devices will soon be or already have been offset by the number of devices in our lives that are always using energy. But many don't think about the impact on the environment of the "Internet of things." Whether it's a microwave connected to the internet, use of Netflix, or online shopping, these technological...
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A bitingly funny grand tour of our culture of excess from an award-winning humorist.
Whether David Rakoff is contrasting the elegance of one of the last flights of the supersonic Concorde with the good-times-and-chicken-wings populism of Hooters Air; working as a cabana boy at a South Beach hotel; or traveling to a private island off the coast of Belize to watch a soft-core video shoot—where he is provided with his very own...
Whether David Rakoff is contrasting the elegance of one of the last flights of the supersonic Concorde with the good-times-and-chicken-wings populism of Hooters Air; working as a cabana boy at a South Beach hotel; or traveling to a private island off the coast of Belize to watch a soft-core video shoot—where he is provided with his very own...
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This lecture, directed by Jehane Noujaim, explores how Americans, as consumers in a rapidly growing world economy, have an insatiable appetite for the next greatest electronic gadget. But can we consume cheap imported products without exploiting someone in the supply chain? Part of WE THE ECONOMY, a series of short films developed by renowned filmmakers and apanel of top economic experts, meant to provoke thought and discussion about fundamental and...