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AIMA Online Training On
Behaviour Design: Nudging for the Good

26 Jul 2021

Online

Contact Details

Neha Malhotra, Manager – Trainings
M: 8178340214 | E: nmalhotra@aima.in

Introduction

Behaviour guides action. There is tremendous power in the ability to change or influence behaviour of oneself and others. Growing interest in understanding the subtleties of behaviour change since the late 1990s got a major thrust with 2002 Nobel Prize in Economics to Daniel Kahneman for his work on decision-making and behavioural economics. Ever since the publication of the book, “Nudge” by Richard Thaler (Nobel Prize in Economics in 2017), behavioural economics has become the go to discipline for governments, top companies and even start-ups.

Over the past decade more than 200 “nudge units” have been established by governments around the world to inform public policy. Top companies have started employing PhDs and researchers in behavioural science to improve customer and employee experiences. Future belongs to individuals and companies who can practice the application of behavioural science to design products, environments and experiences to change behaviour of people in an ethical manner.

Training Objectives

Everyday professionals grapple with issues of low engagement of users or employees, inactivity of users, low sign-ups, etc with respect to their products and programs. Usually the answers to such issues are explored using brainstorming, conducting surveys or focus group interviews with little or no improvement. This program will guide the participants through a better and quicker way for addressing such challenges. Drawing from long drawn researches and experiments conducted over the past many decades at the intersection of psychology, economics, neuroscience, communication and human-computer interaction, this program will explain how principles of behavioral economics guides human decision-making and can be used for influencing behaviors in a number of contexts (i.e., public policy, e-commerce, marketing, education, health, etc.). It will further ponder on intriguing questions like how to think link a behavioral scientist? How can we change our own behaviors and of those around us for the better?

By the end of the course the participants will be able to:

  • Explain how human makes decisions
  • Identify the major biases that influence decision-making
  • Explain the principles used by behavior designers to change behaviors
  • How do we build environments that change human behaviour for the better

Content

The program will focus on foundational knowledge of the concepts, theories and principles of behavioural economics. Using relevant examples and cases it will discuss frameworks to design environment and products for changing behaviour. Some of the topics which will be covered during the programme will be;

  • Theories of Behaviour Change
  • Cognitive Biases
  • Choice Architecture
  • Frameworks for designing persuasive environment
  • Ethical considerations in designing persuasive environments

Methodology

The programme will be online and will use a mix of lectures, discussions, cases & quiz to fulfil its objectives.

Who should attend?

  • Product managers, marketers, designers, engineers, program managers (HRs)
  • Executives with an interest in behaviour change
  • Entrepreneurs; Start-up founders
  • Non-profit professionals
  • Anyone interested in designing persuasive products and environments

Fees

Fees: INR 3500 + GST @ 18%

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