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所在平台: Udemy |
课程主页: https://www.udemy.com/course/behavioral-economics-consumer-psychology-choice-architecture/
课程评论：没有评论
课程名称：行为经济学与消费者心理学——选择架构 课程概述：选择架构能够影响顾客选择何种选项，或是否选择任何选项。课程内容包括以下几节讲座： 1. **选择架构简介** 认识Sam Tatam，Ogilvy Consulting的行为战略总监，他是获奖的战略家、心理学家和广告从业者。Sam解释了选择架构的定义及其重要性，并给出令人瞩目的案例来展示其影响力。 2. **摩擦的力量** 顾客希望一切都顺利进行，但有时过于顺畅反而会让他们逃避。您将了解到，增加客户体验中的摩擦，实际上可能是一个意想不到的金矿。 3. **显著性的作用** 显著性规则并不新颖。它不仅仅是个性化设计，还有很多有趣的方式可以拆解显著性来影响决策；您将亲密接触到个性化契合和显著反馈。如果能够以一种让目标顾客感觉相对优势的方式来设计一个好交易，那么这个交易将更具吸引力。 4. **默认选项** 默认选项在引导顾客做出特定选择方面非常强大。它们使我们无需投入过多精力即可做出决定。但是，强大的工具需要负责任的使用。如何在恰当的场合使用默认选项，同时不让顾客感到受到限制，将成为Sam在这一部分讲解的艺术。 5. **案例研究：创造健康习惯（作者：Matej Sucha）** 研究显示，糖尿病患者在自身健康状况方面拥有很大控制权，这取决于他们的饮食和活动水平。尽管一个简单的建议是“健康饮食，多多运动”，但我们都清楚，改变个人行为并非易事。因此，在这项为健康保险公司设计的项目中，我们制定了一个复杂的行为改变策略，旨在创建新的健康习惯。 总的来说，该课程旨在通过理解选择架构的原则，帮助学员更有效地影响消费者决策。
Choice architecture can influence what option your customers choose, or if they choose any option at all. The course curriculum consists of the following lectures:1. Introduction to choice architectureMeet Sam Tatam, behavioral strategy director at Ogilvy Consulting. Awarded strategist, psychologist, and advertising practitioner. Sam explains what is choice architecture, why it's important and gives jaw-dropping examples of its power.2. The Power of FrictionYour customers like everything to go smoothly, but sometimes too smooth won't soothe, but rather make them scoot. You'll find out why increasing friction for your customers can be a surprising goldmine.3. The Importance of SalienceThe rules of Salience aren't new. It's way more than just personalization, as there are interesting and specific ways we can unpack salience to influence decision making; you'll befriend idiosyncratic fit and salient feedback.There's a way to make an already good deal even sweeter if you design it in a way that feels like it gives your target customer a relative advantage, compared to others. Sam and Uber could tell.4. DefaultsDefaults are very powerful for nudging customers towards making a certain choice. They allow us to make a decision without the need to invest too much effort into thinking about it. But with great power comes great responsibility. Using defaults in the right way so that your customers don't feel like you're limiting their agency, or power to make their own decisions, can be an art form, which Sam will explain to you in this part.5. Case study: Creating Healthy Habits by Matej SuchaIt turns out that diabetes patients have a large portion of their health state in their own hands - by what they eat and how active they are. A simple piece of advice could then be "eat healthily and move a lot" but we all know that changing one's behavior is far from easy.That's why in this project for a health insurance company we designed an elaborate behavior change strategy with new habit creation at its core.
