What you will learn:
What’s the most painful part of any consumer experience? Unless you work in dentistry, the answer is almost certainly the payment stage. Parting with cash is a painful experience for consumers, which presents a major challenge to marketers and sales teams. Thankfully there are specific methods to reduce the pain of paying without altering the price point itself. The answer lies in human psychology: While monetary amounts are objective, our response to them is highly subjective. Depending on how it’s presented, $100 doesn’t feel like $100.
In this Elective, ideal for marketing managers and sales associates, you will learn about pricing and payments from an economic, psychological, and neuroscientific perspective. Through a mix of accessible lectures and interactive excercises, you’ll learn how to harness psychology to go above and beyond in your pricing strategy and payment tactics. After joining this Elective, you’ll not only understand how to price your product or service, but how to position it effectively in the mind of your consumer. In this way, you’ll be able to effectively - and ethically - numb the pain of paying.
About the instructor:
Matt Johnson, PhD is a speaker, researcher, and writer specializing in the application of psychology and neuroscience to marketing. Following his Ph.D. in Cognitive Psychology from Princeton University, his work has explored the science behind brand loyalty, experiential marketing, and consumer decision making. He is the author of the best-selling consumer psychology book Blindsight: The (mostly) hidden ways marketing reshapes our brains (BenBella, 2020), and Branding That Means Business (Economist Books, Fall 2022). In 2023, he was inducted into Thinkers50 Radar as one of the world's rising business thinkers.
As a contributor to major news outlets including Psychology Today, Forbes, and BBC, he regularly provides expert opinion and thought leadership on a range of topics related to the human side of business. Matt is also passionate about helping brands use neuroscience to better understand, serve, and interact with their consumers. As the founder of neuroscienceof.com, he consults with a wide array of organizations, including as an expert-in-residence for Nike. Matt currently resides in Boston, MA, where he is a Professor of Psychology of Marketing at Hult International Business School, and an instructor at Harvard University’s Division of Continuing Education.
Matt grew up in The Bay Area, California, and has lived and worked in San Diego, New Jersey, Berlin and Shanghai.
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Suggested Length:60 min(Flexible)
# of Employees: Flexible
Delivery: Live via Zoom
- Keynote Followed by Q&A
- Lecture with Discussion
- Interactive Workshop
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