Behavioural Economics

with Rory Sutherland

 COURSE OVERVIEW

Well you may think we are all perfectly rational people, making logical decisions, but this is simply not quite
so, we all act and behave in rather interesting ways.

In this course you will quickly and easily master the key behavioural change concepts such as nudging, fram-
ing, social proof, scarcity, commitment devices and even the ethics behind it all.

On completion you will be equipped with the power look at the world from a new perspective. Problems and
obstacles will become obvious to you, but baffle others for years to come, enabling you to create enormous
effects and shifts in outcomes by changing very little.

If you ever have to sell ideas, products or services, get people on your side, or simply wish you had the ability
to view the world differently, then this is for you.

44 bite sized lessons.

COURSE DURATION Each lesson approx. 10mins. Learn in your own time with lifetime access.

BRAINS BEHIND THE COURSE

RORY SUTHERLAND OGILVY CONSULTING DAN BENNET

World leading proponent of Behavioural Ogilvy Consulting is a dedicated team of A psychologist by training and Ogilvy
Economics, Rory Sutherland, kick-started Behavioural Strategists who apply social Change’s first ‘Choice Architect’. Dan
the field when he lead his presidency psychology, neuroscience, evolutionary has been published in scientific journals
agenda at the Institute of Practitioners in biology and behavioural economics to a and applied behavioural economics to
Advertising in London. Rory is an award variety of problems to achieve the best over 50 of the world’s leading brands,
winning ‘behavioural impressario’ and possible outcomes. picking up three Nudge Awards in 2015.
TED speaker.

AVE. RATING 4.75

JOHN ROBERT DARREN

SOUTH AFRICA UK UK

Thoroughly enjoyed the BE course! This is an excellent introductory course to This course was recommended to me by a
Enjoyed the way it allowed easy learning Behavioural Economics, perfect for anyone who colleague and was really good value for
through video, and self-reading, whilst already knows the basics or are completely new money. I found the course really interesting
tracking progress and testing concepts to the topic. The topics are complementary and and will be bringing as many aspects as I can
that were grasped as you go along. It's a overlapping, so I would recommend completing into the area work in. I was particularly
fantastic and most importantly fun way to this course in a short time frame. entertained by Rory and a few of the TED
learn something new. presenters - I could sit for hours listening to
them talk!
 TOPICS COVERED

BRAIN BASICS NUDGING FRAMING

Learn the basics of how your brain Understand how indirect suggestive Framing deals with how our choices can
works so you can make the best use actions and positive reinforcement can be influenced by the different ways in
of it and avoid the common better influence your decision making which the same information is
thinking traps. process than direct instruction, presented to us.
legislation or enforcement.

1) Understanding our brain 1) An Overview of Nudging 1) Mental Anchors

2) Heuristics and Biases 2) Shopping Nudges 2) Loss Aversion

3) Basic brain behaviour 3) The Nudge Unit 3) An Overview of Framing

4) Exercise your Brain 4) Choice Architecture 4) The Goal Gradient Effect

5) Experience vs Memory 5) Creating an Underground

Potato Movement

6) Positive Framing

7) Beers on the Beach

NORMS DEFAULTS SCARCITY

As social animals we are are greatly Thinking requires effort so as humans We desire what we can’t have. Humans
influenced by the way other people we’ll often take the path of least therefore value things more highly
behave and act. Often we will conform resistance or ‘default’ choice when when they believe them to be rare or in
to the norm. presented with a given set of options. scarce supply.

1) Social Norms Intro 1) The Goldilocks Effect 1) Romantic vs Scary Movies

2) Explicit and Implicit Norms 2) Container defaults 2) Limited Edition

3) Descriptive Norms 3) Making NYC Cabbies Happy 3) FOMO

4) How Language affects 4) Intro to Defaults 4) Intro to Scarcity

Understanding

5) Group Motivation

PRIMING COMMITMENT DEVICES ETHICS

Many of our actions in life are Learn how the choices you commit to in Understand all about the importance of
influenced by subconscious cues. the present can influence your behaviour experimentation and the ethical (or
Understanding ‘priming’ will help you to in the future. unethical) ways in which we can
identity them and use the same influence or measure them.

1) The Pain of Paying 1) The Ikea Effect 1) When 'Healthy Food' is Bad

2) The Power of Smell 2) How To Make People Vote 2) Hans The Clever Horse

3) Sensory Priming 3) The Foot In The Door Effect 3) Overview of Ethics

4) Subliminal Advertising, Real 4) Commitment Devices Overview 4) Beware of Unintended

or Fake? Consequences

5) Overview of Priming 5) The Fluency Heuristic

6) Nudging Ethics
 SERIOUS LEARNING THROUGH PLAY

You know what’s awful about e-learning courses? they tend to be pretty dull, few people complete them, and they are
rarely practical. What fun is that kind of learning? We’ll answer that: NO FUN AT ALL.

You know what is fun? Adding creativity to learning, we make it feel like a game and look beautiful, and because your
learning from the people and brands that do the job day in day out, you’ll learn all the real practical skills needed to
master your chosen topic.

At the end you’ll even get a beautiful personal certification to prove to others how smart you are.

SPECIAL FEATURES

LEARN ON BITE SIZED 24-7

ANY DEVICE LESSONS SUPPORT

PROGRESS GAMIFIED BRANDED

ANALYTICS LEARNING CERTIFICATION
ON COMPLETION

BLENDED LEARNING
The learning is brought to life through a mix of video, text and illustrations. Every lesson is told as a short story
and at the end of each lesson there’s a question to help make sure you understood what you just learned.

WHY THE NUMBER 42?

We chose the number 42 because it’s the "Answer to the Ultimate Question of Life, the Universe, and Everything".
It was calculated by an enormous supercomputer named Deep Thought over a period of 7.5 million years.
Don’t believe us? Google “Answer to the Ultimate Question of Life, the Universe, and Everything”.
5 THINGS TO KNOW - BEHAVIOURAL ECONOMICS

NUDGING FRAMING
A Nudge is an intervention that Framing deals with how we make
steers people towards a certain different decisions depending on
choice or action, but that still how the information is presented
allows for free will. to us.

e.g A GPS-suggested route is a e.g. A hamburger that’s “75% fat

nudge. A fine or a tax is not. free” is more popular than one that
is “25% fat”.

FOMO
LOSS AVERSION
In life, losses are twice as
powerful as gains.
e.g. Losing £10 feels twice as
bad as finding £10 makes us happy.

COMMITMENT DEVICES NORMS

A commitment device is when People’s behaviour and decisions
you lock yourself into a course of are often heavily influenced by
action that you might not have what those around us are doing.
otherwise chosen.
e.g. Publicly committing to e.g. Saying “98% of people
something makes you much more watched this” will make you likely
likely to see it through. to watch it too.
“The illiterate of the 21st century will not be those who
cannot read and write, but those who cannot learn,
unlearn, and relearn.”

- ALVIN TOFFLER