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Lesson details

BEHAVIORAL CHANGE THROUGH CHOICE ARCHITECTURE
2018-2019	EnIESEG School of Management ( IÉSEG )
Class code :	1819-IÉSEG-M1S2-MKT-MA-EI119E	MARKETING

Level	Year	Period	Language of instruction
Master	1	S2	EnEnglish

Academic responsibility	R.CADARIO
Lecturer(s)	R.CADARIO

IÉSEG > IESEG Degree - Programme Grande École > Semester 2 > 2,00 ECTS

Prerequisites

Students are not required to have taken preliminary courses in marketing or behavioral economics.

Learning outcomes

At the end of the cours, the student should be able to:

- Have a deeper understanding of choice architecture or nudge approach
- Apply knowledge from both theory (behavioral economics) and practice (existing cases and studies)
- Identify the key factors for successful behavioral change
- Suggest action plans for effective & innovative change

Course description

The same course as NUDGE MARKETING in Bachelor 3.

In the past few years, seminal work in behavioral economics have discussed choice architecture or the “nudge” approach, seeking to design effective actions aimed at encouraging behavioral change in terms of health, wealth, happiness, etc. Thaller and Sustein (2008) illustrate a simple nudge that intends to get men stop peeing on the floor: attaching an image of an houselfy in the urinals. The result: Spillage declined 80 percent. It turns out that, if you give men a target, they can’t help but aim at it.

In this course, we will cover nudges in a broad range of areas such as tax payment, energy saving, green consumption, health choices, working performance, education and poverty. We will focus on learning from theory and practice in order to better understand how to be more successful in changing people’s behavior using choice architecture.