Applied Behavioral Economics in Finance and Marketing
Behavioral economics has been popularized in people's mindsets through books like Nudge (Thaler and Sunstein, 2008) and Thinking, Fast and Slow (Kahneman, 2013). However, it is only more recently that businesses have started to apply behavioral economics in business applications and corporate initiatives. This proposed course will focus on developing students' knowledge and abilities in applying behavioral economics to consumer financial decision making and marketing contexts within companies. The course will be designed to be interactive with cases (e.g., in-class discussion) and project assignments (e.g., behavioral audits, A/B test design, behavioral solution proposals).
Topics
- Apply behavioral economics in business settings.
- Evaluate consumer financial and marketing experiences using a behavioral lens.
- Design A/B testing strategies that can address goals and behavioral obstacles that people face.
- Apply concepts of personalization and individual behavioral differences to solution design.
- Integrate the concept of reflective thinking into behavioral designs.
- Debate organizational approaches and methods for implementing behavioral economics.
Official roster learning outcomes
Prerequisites & course information
AEM 6140 or permission of instructor.
Sources
- Course catalogue ↗2026-2027