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Behavioural Economics

Why should you learn about Behavioural Economics?

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.

For example if you meet someone whilst holding a warm drink you are more likely to feel emotional warmth towards them. The brain confuses the warmth of the drink, with the emotional feeling of warmth.

In this course you will quickly and easily learn the key behavioural change concepts such as nudging, framing, 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.

Join thousands of others and start today.

Course Length: Approx. 1 day, with lifetime access. Learn in your own time on any device. Start now.

Meet the thought leaders

Rory Sutherland

World leading proponent of Behavioural Economics, Rory Sutherland, kick-started the field when he lead his presidency agenda at the Institute of Practitioners in Advertising in London. Affectionately known as the Wiki Man and self proclaimed fat bloke at Ogilvy, Rory is an award winning ‘behavioural impressario’ and a natural at communicating new ideas.

Twitter: @rorysutherland

Dan Bennett

A psychologist by training and Ogilvy Change’s first ‘Choice Architect’. Dan has been published in scientific journals and applied behavioural economics to over 50 of the world’s leading brands, picking up three Nudge Awards in 2015.

Twitter: @danbenyork


Ogilvy Change is a dedicated behavioural interventions agency that was founded to develop and execute behavioural strategies across multiple disciplines. Our dedicated team of Behavioural Strategists apply the latest academic thinking in social psychology, neuroscience, evolutionary biology and behavioural economics to a variety of problems. From creating a hand-stamp that brought down incidence of dirty hands in a food factory by 63%, to saving a business £1.9M in retained customers just by optimising call centre agents and scripts, we help clients unlock their Unseen Opportunities.

Website: Twitter: @OgilvyChange

Topics covered

Our understanding of how the brain works has progressed a great deal in recent years. Learn the basics of how the human brain works so that you can use it better and look after it for longer.
Learn how indirect suggestive actions and positive reinforcement often Nudge our decision making processes. This is often more effective than direct instruction, legislation or enforcement.
Framing deals with how choices can be put across in a way that highlights the positive or negative aspects of the same decision. This influences how we perceive many things in life..
How other people act and behave strongly influences our own behaviour. We are herd animals, and make decisions based on what those around us are doing.
As humans we like to go with the flow of preset options. Thinking is cognitively effortful, so when we’re recommended an option, or being told that it’s the go to (or ‘default’) option; we’ll often take the path of least resistance.
Humans want what they can’t have. People value things more highly when they believe those items to be rare or a scarce resource.
Our actions in life are often influenced by subconscious cues. This topic will help you understand how to identify and use priming techniques in your everyday life.
Learn about how the choices we commit to in the present can influence or restrict our behaviour in the future.
In this topic you will learn about the importance of experimentation and the ethical (or unethical) ways in which we can influence or measure them.

Skills you'll learn

Recognise your own biases

Make better decisions

Reduce mindless eating

Increase your self control

Nudge others behaviour

Get a partner to think they like you more

How supermarkets shape your behaviour

Win friends and influence people