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所在平台: Udemy |
课程主页: https://www.udemy.com/course/behavioral-economics-consumer-psychology-drivers-of-behavior/
课程评论：没有评论
课程名称：行为经济学与买家心理 - 行为驱动因素 课程概述：在改变他人行为的过程中，可以通过增加动机或减少阻力来实现。本课程通过案例研究和引人入胜的实例，使学习过程充满趣味。课程包括五个讲座： 1. 行为驱动因素简介：Matej通过“火箭”类比阐述改变行为的机制，说明可以通过添加“燃料”或减少“摩擦”来实现行为改变。课程详细介绍了五个行为驱动原则，其中三项为“燃料原则”，两项为“摩擦原则”，并结合MINDWORX的案例和研究结果进行讲解。 2. 不确定性 - 最重要的原则：本讲座探讨了人们为何避开自助结账，以及Netflix如何让免费试用的注册过程显得更加可靠和透明。Matej分享了如何利用这一概念使转化率提升154%的经验。 3. 社会证明的巧妙应用：学习为什么我们倾向于随大流，以及这一现象对市场营销策略的影响。Matej将探讨如何更有效地利用社会证明，并指出应特别关注的细节，以提升效果。 4. 损失厌恶的威力：了解损失厌恶的概念，以及怎样的吸引方式最有效。Matej分析了宜家的成功案例，探讨了“占有效应”如何能在未购买前让消费者感受到拥有感，并因此将招聘广告的转化率提升57%。 5. 案例研究：着陆页：探讨什么样的细节能够显著影响着陆页的效果，从而解答有关高效着陆页的争论。 本课程的讲师Matej Sucha是一位知名演讲者及专家，专注于在商业中应用行为经济学和消费者心理学，具有丰富的与大型企业及中小企业合作的经验。
When it comes to changing someone's behavior, you can either add motivation or remove friction. The course is full of case studies and fascinating examples. The course curriculum consists of 5 lectures: 1. Introduction to Drivers of behaviorDo you remember the space rocket analogy to changing behavior? In order to make a rocket move, you can either add fuel or remove friction. Three of the five principles from this chapter are "fuel principles" and two are "friction principles".Matej explains each of the five principles in detail and illustrates them with MINDWORX own case studies and fascinating research summaries.2. Uncertainty - The Most Important PrincipleWhy do we shy away from using the self-checkout, especially when the line at the cashier desk is such a drag? How does Netflix make signing up for a free month trial seem so reassuring and transparent? And what does all this mean for your business? You'll learn how Matej used this concept to boost conversions by 154%.3. The Ingenuity of Social proofWhy do we tend to go with the flow and what does it mean for your marketing strategy? You'll discover why pointing out what everybody isn't doing is not the right appeal to get more people to join. You'll also find that there are quite a lot of ways to do this better and learn what to look out for when it comes to nailing down the intricacies of social proof.4. The Power of Loss AversionDisenchanting to experience, enchanting to use. That's loss aversion in a nutshell. What's the right appeal? And what can backfire?You'll find that IKEA packs quite a punch in this video; it even has an effect in its name: The IKEA effect.How can you make someone feel like they own something before they've even purchased it? Why does this work so well? Well, it all comes down to what's known as the endowment effect, which helped Matej increase job ad conversions by 57%.5. Case study: Landing Page The never-ending debate about what makes for a good landing page… Often, details can make a big difference. This case study is exactly about those details.____________________Your course instructor is Matej Sucha, a recognized speaker, and expert in applying behavioral economics and consumer psychology in business with notable experience in working with both large corporates and SMBs.
