How to influence people to love your brand and buy your products
There have been shelf-loads of books written about behavioural science and psychology. So, do we need this course?
The short answer is yes. This course is different.
Most commentators have focused on describing the findings of behavioural science. That’s useful, but it’s not ideal for marketers or those running their own businesses.
Instead of describing academic findings, this course shows you how to apply them, to make your brand even more successful.
Behavioural science can improve all aspects of marketing: from pricing to promotions, from media to messaging. If your customer is human, there will be something for you.
How can we do this?
We will look at a wide variety of biases (not just the most popular ones) and explain how you apply them.
But variety can be confusing, so we’ll also introduce you to a simple framework, C.R.E.A.T.E.S., for navigating the complexity.
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I didn't know what to expect, but delighted I joined. Excellent stuff. It made my morning commute much more bearable.
Glad I took the leap! Not only educational but also entertaining, which is still very rare these days.
Happy I joined. I really enjoyed the interesting case studies and handy tips that you can look back on.
Really easy to digest and the right balance of video and article content.
Richard is the author of The Choice Factory, a best-seller now translated into six languages. It won BBH’s ‘World Cup of Advertising Books’ – a poll of nearly 5,000 marketers to find the best book ever written on advertising.
Richard is the founder of Astroten, a consultancy that uses insights from behavioural science to help brands solve their communication challenges.
He tweets about the latest social psychology findings from the handle @rshotton.
WARC provides the latest evidence, expertise and guidance to make marketers more effective. In fact, it’s our mission to save the world from ineffective marketing.
Our clients include the world’s leading brands, advertising and media agencies, media owners, research companies and universities - including the top-five largest agency groups and top-five largest advertisers in the world. They rely on us for rigorous, unbiased information and advice on almost any advertising and marketing issue, which we deliver via best practice guides, case studies, research papers, special reports and advertising trend data, as well as via webinars, awards, events and advisory services.
Since its first outing in 1954, the Cannes Lions International Festival of Creativity has been bringing the creative communications industry together every year at its one-of-a-kind event in Cannes to learn, network and celebrate. Now for the first time anyone in the world can learn from and be inspired from the best of the best in the industry all from the comfort of your own home.
Ph.D., Consultancy Director / Board Member of Walnut Unlimited, the human understanding agency within the Unlimited Group. Prior to this, Cristina was Global Head of Neuroscience at TNS. Cristina has over eleven years’ experience in advertising agencies, including the position of Strategic Planner at McCann Erickson. Cristina holds a degree in Sociology and a Ph.D. in Communication. Her doctoral thesis deals with improving advertising effectiveness and consumer insight using cognitive neuroscience approach.
Tara Austin is Chief Strategy Officer at Kindred - a creative agency that specialises in delivering positive change across the public and private sectors. With a decade in brand strategy behind her at Publicis and Ogilvy, Tara considers herself fortunate to have been at the forefront of the revolution in applied behavioural science as one of the founding members of Ogilvy Change, the dedicated behaviour change practice at Ogilvy.
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What people are saying
I read Richard Shotton book and loved it, this course is a great sum with a lot of examples from marketing which is something that I miss on the internet. Thank you!
This provided me with a really helpful framework to use on our marketing campaigns and was enjoyable and straight forward. Some really helpful advertising examples and a great addition to Richards book.
I heard about this from a colleague at Google, is a really handy straightforward guide to behavioural science, I had little prior knowledge of the fiend but found it easy to understand and full on interesting case studies, experiment, biases and frameworks.
Managed to finish this in a day, started in the morning and couldn't stop, really enjoyed learning about the biases and examples, is eye opening to see how easily we can be nudged to change our behaviour.