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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.


How does it work?

Who is this for?

  • Anyone wanting to get learn a step by step process of applying Behavioural Science to solve problems
  • Marketers and creatives who want a better understanding of the world of Behavioural Science
  • CEO’s or Founders, or owners of companies looking to grow their business





Magnus H.


So glad I signed up! The variety of techniques to test your understanding is great and the team behind the scenes even better.

Ian H.

United Kingdom

42courses helped me land a plum job as a copywriter! So I love you all for life!

Nicola R.

South Africa

Fantastically interesting, diverse and ultimately engaging, perfect for the curious.

Andra N.

United States

Impeccable learning experience. The material is carefully curated and extremely engaging.

Diana M.

South Africa

Glad I took the leap! Not only educational but also entertaining, which is still very rare these days.



An intro to behavioural science.


Discover how context influences the way your message is received.


Learn how you can position your brand by drawing relative comparisons.


Learn the simple techniques to make your brand as attractive as possible.


Understand how timing influences consumer behaviour.


The easier you make something to do, the more likely it will be done.


Master how to leverage our inherent social nature for your brand’s benefit.

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Meet your

Thought leaders

Richard Shotton

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.

Website: www.richardshotton.com


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.

Website: www.warc.com

Cannes Lions

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.

Website: www.canneslions.com

Cristina Balanzó

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.

Website: www.walnutunlimited.com

Tara Austin

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.

Website: www.kindredagency.com

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What people are saying

Giovanna R.


It's been the first time I cried and laughed so much attending a marketing course. You gave me insights to communicate in a better way as a marketer, but also as a wife, as a mum, as a human being. Thanx!

David M.

United Kingdom

I have been reading for several years in and around behavioural science. This course provided a plethora of further reading, and sites to add to my list. Very enjoyable and perfectly balanced between information and interaction with great tempo. You just want to go on and on.

Sandra G.


The course was very inspiring and gave me new ideas. It was also a lot of fun.

Dion C.


Amazing, intuitive and overall simple to follow and digest. I loved this course.

Tommy C.


A very interesting subject and I really liked the setup of the course. Short, interesting lectures, clear examples and questions that invited to some reflection. Well done!

Ross C.

United Kingdom

The drawing of examples from real life, with insights into how they'd be applied in the brand world makes it a great combination of interesting and useful.

Andrew B.

United Kingdom

A wealth of information and insight brought together in a cleverly structured way.

Jan M.

Czech Republic

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!

Anna B.

United Kingdom

Very easy to follow and to assimilate. Lots of video clips to illustrate points. Like the interactive element of uploading our own examples.

Stuart M.

United Kingdom

Really interesting insight into behavioural sciences and how this can be applied to comms and marketing.

David M.

United Kingdom

I have been reading for several years in and around behavioural science. This course provided a plethora of further reading, and sites to add to my list. Very enjoyable and perfectly balanced between information and interaction with great tempo. You just want to go on and on.

Nina J.

United Kingdom

This course was fantastic - full of insight, interest - and fun. It didn't feel like learning (though I came away with plenty of useful gems, so clearly I did learn a lot!)

Hala K.


Great, diverse and rich content provided in an easy to read and memorable way. I liked the switch between videos and text, the links to extra resources and reading and the wealth of examples provided that makes the course more concrete and helps project how to apply the learnings.

Elizabeth G.

United States

I've taken both the Storytelling and Behavioural Science course from Cannes. I felt that they were very informative and I know I'll apply the learnings to my role as a Strategist. I do recommend you go through the modules yourselves -- there were some links that were broken or articles we couldn't access.

Till B.


Great insights, great materials, great course!

Magnus H.


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.

Frank B.

United States

I enjoyed the pacing and sections. Each chapter was manageable in terms of chunked content. The videos and linked articles were extremely helpful!

Pau F.


Nice and easy to follow. Was my dream course

Peddinti S.


Wonderful course

Keith B.


Enjoyable course filled with solid article citations - a great resource a a refresher for myself on the subject.

Gonzalo G.


This course seemed a bit more comprehensive than the Behavioural Economics one, but still would love to be able to get deeper into the subject through the platform. Introduction courses are great, but leave me wanting more, much more

Adam R.

United Kingdom

Easily digestible chapters, lots of further reading in the links, really interesting subjects...maybe some of the questions could have a been a touch harder, but on the whole I thought it was great and have recommended to others.

Armand S.


It was easy to understand. The pacing was nice. I can easily incorporate the learnings in my work.

Andy V.

United States

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.

Elmari S.

South Africa

Really enjoyed the presentation of behavioural science within the context of brands and advertising. The discussion section below each lesson is also quite insightful; pls expand this to include as many comments as possible.

Derek M.

United Kingdom

Enjoyable course, with interesting links throughout to emphasize the points being made. Perhaps a bit more on the theory would have been beneficial.

José C.


An incredible course by one of the best behavioural scientist.

Su K.


I took this after the behavioural economics course so it’s quite similar in some ways.

Tim H.


Science brought into practice with inspiring examples from excellent advertising.

Maren B.

United Kingdom

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.

Clara R.

United States

I would like more resources, links, studies that I can't find by myself.

Hugo C.


Pretty interesting topics, nicely presented. It was fun learning experience.

Emma C.

United Kingdom

I liked that you were tested at the end of every chapter, re-enforcing the lesson. I also really liked all the links to further reading and resources which will help the course live on!

Eddie L.


The examples where interesting but I needed it to be more practical with Technics not just the information.

Bart M.

United States

great course. would love some kind of checklist for marketers to make it super frictionless to apply these principles. would only require slight re-jiggering of your tips booklet

Joris N.


Very interesting overall, but I'd love a little more context and info about the model that was used. Besides that: nice examples. Personally, this course feels more like an introduction - I'd love more!

Serhat Ş.


Course is amazing. There were so many academic proof and source for external reading but course was a little bit short. Maybe it could be more detailed.

Michael H.

United Kingdom

Really interesting material, written in a way to make it easy to understand. Never felt overly complex, but not patronising either. Some of the chapters could maybe have been a bit longer, with a bit more depth.

Xiaohua L.


Interesting take on the science on branding. Makes people more aware of the techniques used by marketeers in everyday lives.

Declan G.


Good quality lessons, meaningful insights but often the evaluation question at the end was too easy. For paid MOOCs I like to feel challenged in order to feel I deserve my certificate.

Lina W.



Aaron B.

United States

Good content, must create compelling reason to watch each video.

Anna B.

United Kingdom

Very easy to follow and to assimilate. Lots of video clips to illustrate points. Like the interactive element of uploading our own examples.

Peter D.

United Kingdom

Thought-provoking and practical, an enlightening and rewarding course.

Tunde O.


Great dive into behavioural sciences from a brand perspective

Aliza R.

United Kingdom

Incredibly useful guide to have for your professional life.

Leroy N.

United Kingdom

Loved it! It was interesting every step of the way.

Ayodeji A.


insightful and well put together classes

Stephanie F.


Really interesting content & the course is also created in a super interesting way to keep you engaged and actually pay attention. The best online course I've done to date in terms of engaging the student!

Zaffer M.


a good course to understand behavioral science

Sheldon T.

United Kingdom

Richard is amazing and the structure of this course makes learning behavioural economics fun and memorable, with all the key information there for you to take with you.

Louise W.


Great insights from a thought leader in the subject as well as other marketing and behavioural Science speakers. Great study examples from renowned psychologists and campaign examples

Andrea R.


Rich in content, easy to attend to and to assimilate, so full of further references and reading, that it is almost overwhelming. Highly recommended

natasha j.

United Kingdom

Highly informative, love the use of case studies, examples and resources to research throughout the modules. More importantly the frameworks used are easy to understand and apply to various marketing campaigns and industries.

Blake B.

United States

Just buy the course... it's worth it

Wei C.


Amazing insights on how customer make decision without they actually know that it is part of the marketing gimmick

Rashi A.


The course is very well designed, covering a lot of different topics with real life example Lots of external links and resources to understand the same

Penny D.

United Kingdom

Super relevant and practical.

Katarzyna K.


A perfect way to organize your knowledge. Engaging & funny. Great case studies from Cannes Lions are an extra bonus.

Gerardo A.


I like a lot the examples, and the videos about ads

Babita B.


Excellent course. Great examples. Very relevant exercises.

Antonella Z.


very good course, inspiring and well organized

Brian A.


Really insightful insights to tap into the world of Behavioural Science

Alejandro L.


I loved it cause t have lots of examples in how people act even when they don't realize of what they are actually doing

Paul H.


An in depth guide on how to apply behavioral science to your work.

Jorge G.


It was a mind-blowing trip into the human brain. At the same time, the course offered an entrance door to the behavior science world, but also a deep dive, with a lot of references to search and learn further.

Richard M.

United Kingdom

Excellent course, very focused on simple but effective practical uses of behavioural science for business, with some great examples.

Mathew C.


Good course for a beginner. I'd prefer more practical and challenging questions.

Jan-Nico C.

South Africa

I thoroughly enjoyed this course, especially the applied answers required for many of the questions.

Natasha M.

Macedonia, the Former Yugoslav Republic Of

The course offers many ways to use behavioral sciences to understand your audience, practical ways to quickly apply behavioral science thinking to strengthen of your brand and audience engagement.

Vieri F.


Great course!

Samuel G.

United Kingdom

Great overview of Behavioural Economics, the questions really engage you on how the theory can be applied to real world scenarios.

Thiruveedhula S.


This course is must for every marketing professional to understand the nuances of behavioural science and act accordingly to ensure the brands are profitable.

antal b.


A great course with practical tips on how to use behavioural science to improve the impact of your brand!

Abhishek S.


It is the perfect course to make you curious for this subject. To the point and concise material keeps you interested and easier to grasp the basics of behavior.

Deepti T.


Easy to practice and apply masterclass on Behavioural Science for Brands. The videos, content, discussions, tests make the learning experience such a breeze. Chris and his Team guide you seamlessly when you get stuck or have doubts during the course. Richard Shotton is a good teacher, and I am kicked about reading Choice Factory now!! The courses here are designed to keep you on track, remind, and gently encourage you to attend your classes if you have been irregular. Congratulate and Celebrate your wins, give you chances when you go wrong. Learning on 42courses is a fun joyride :)

Rachael S.

United Kingdom

A really great introduction to what is a fascinating subject.

David Q.


Great course with lots of real world applications. Richard is a strong presenter and writer

Timothy R.

United Kingdom

Fantastic, accessible and very practical content. Highly recommend!

Tim C.


Yet another inspiring course. Highly recommended whether you work in the creative sector or not.

Olanike L.


This course has made me see the creative industry from a different perspective. My creative process will definitely change after this.

Asli M.

United Arab Emirates

It was a refreshing experience, short, sweet and right up to the point. Examples and the videos made it very easy to follow. Highly recommended to everyone who are in advertising or marketing.

Jeff F.

United Kingdom

A wonderfully enjoyable, insightful, useful and diverse course. A great primer in behavioural science within the context of brands and marketing.

Luminita O.


Very good! Complementary to Rory's BE course.

Patrick B.

United Kingdom

Fun, entertaining and inspiring course which uses a wealth of interesting resources and materials. Highly recommended.


United Kingdom

Stems of behavioural science knowledge burst like fine grapes.

Louise A.

United Kingdom

Really engaging and useful course

Martin R.


I found this course excellent. It was very well written, broken down nicely into chunks that you could do in your spare time and the exercises were challenging but doable

Leo F.


Cool content

Sergio G.


A great course complimentary to behavioural economics.

Milo P.

United Kingdom

Very good, short concise with easily digestible information. Personally I found the tone perfect, not overly formal but definitely not informal, felt like a talk with a tutor you get on with really well.

Grit W.


Very interesting and entertaining.

Srikanth R.


Amazing course. Loved the chapter on Context and the concept of peak-end. Though I had partly read "The Choice Factory", this course taught a lot about practical applications of human biases.

Vaquas A.

United Arab Emirates

This was an eye opener on how to understand the science behind behaviors.

Uygar K.

United Kingdom

Great :)

Sandra S.


Great summary of different topics, underlined with resources and snippets

Gareth W.


Richard Shotton is one of the World's leading professionals in the intersection between BS and Marketing/Brands. This course is a superb introduction to the subject with clear examples and always entertaining case studies. It is very complementary to his book & the way 42 Courses work make it fast paced and enthralling.

Luma B.


I loved this course- fun, informative, and applicable. Thank you 42courses team.

Janet C.


great way to understand how to influence people based on how we think

Mark R.

United Kingdom

I found this a great course. I've taken a couple of other BE courses before and this is definitely the most real world focused.

Johannan S.


The first half is good, but the 2nd half feels a bit repetitive.

Laura L.


The course was great! As a purely commercial person, fueled by sales numbers, this course helped me in gel-ing both behavioural science (the motivations behind people buying what they buy) and data. It was also easy to absorb.

Melissa H.

Costa Rica

The course is super interesting, enjoyable and with the appropriate level of difficulty, it makes you curious to investigate more of the subject.

Mateo A.


Behavioural Science seem ethereal, but in this course, many of its principles are applied and grounded with real examples, essential to master it and include it in your professional background and hard skills.

Phil L.

United Kingdom

I had already read The Choice Factory, so many of the lessons were covered in that book. However the video content and links to case studies were useful, particularly linking to the Nudge Unit tax piece.

Nada F.

Saudi Arabia

Enjoyable learning process with good examples, relevant articles and good reads!

Pratibha G.


This course was a lot of learning and gave me a lot of insights! It's going to change the way I think about brands and the projects I work on!

Shahad B.

Saudi Arabia

Amazing and insightful course

Lara C.


Very Interesting

Chris R.

United Kingdom

Loved the case studies, was a great extra resource after reading Richards book

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Behavioural Science for Brands