Dan Ariely on Changing Customer Behavior

Harness the principles of behavioral change to reach more customers and create impact

Course Details

  • Price: $100 $45
  • Availability: On Demand
  • Duration: 10 hours
  • Access: Unlimited

What You’ll Learn:

  • Understand how people make decisions
  • Map your customer’s behavior journey
  • Apply 6 Behavior Change principles to your social enterprise
  • Understand 5 Value and Pricing principles to understand how to price your product
  • Design experiments to test these principles in action


Many good innovations deployed to solve social problems fail to reach their full potential. Even when the right information has been communicated, people still behave against their best interest. The resistance to behavior change is strong and knowledge alone won’t cause them to make the switch. There are other factors and motivations at play.

In this course, Dan Ariely will help you apply insights from behavioral economics and psychology to understand how people make decisions. By drilling down to specific behaviors that your customers need to perform, you’ll uncover new opportunities to redesign your experience for greater effectiveness.

In addition to video tutorials from Dan, you'll also gain access to 4 Behavior Change Design Guides (totaling over 90 pages) that will include step-by-step exercises to apply these principles to your challenge. Once you start seeing these principles in everyday life, you won’t be able to resist redesigning elements of even your own life to create impact in a much more effective and efficient way. 

Format and Timing

  • Individual Course: This course is a series of videos and exercises you can work through on your own.
  • Platform: Udemy (+Acumen developed this course. We host this course on the Udemy platform.)
  • Timing: You can work through the materials at your own pace. There are no required times for you to log in. Your access does not end.

Course Syllabus

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  • 27 video tutorials from Dan Ariely, Professor at Duke University
  • 4 Design Guides full of examples and step-by-step exercises to help you put behavioral science research into practice
SECTION 1: Introduction to Behavior Change for Entrepreneurs
  • Video: Introduction to Behavior Change from Dan Ariely
  • Activity: Introduce Yourself to the Course Community
  • Video: What All Great Talks Have in Common
  • Resource: Listening Guide for Section 1
  • Video: Why Social Science Can Unlock New Insights for Entrepreneurs
  • Video: What the Typical Approach to Behavior Change Gets Wrong
  • Video: Where Entrepreneurs Should Start
  • Video: Why Bumps in the Road Matter
  • Video: Design the Path of Least Resistance
  • Quiz: Apply Your Knowledge of Behavior Change
  • Resource: Behavior Change Design Guide 1
SECTION 2: Behavior Change Principles to Trigger Use of Your Product
  • Resource: Listening Guide for Section 2
  • Video: Choice Architecture and Choice Overload
  • Video: Default Bias and Organ Donation
  • Video: Defaults in the Grocery Store
  • Video: Evoking Cues and Loss Aversion
  • Video: TV Sales, Retirement Funds, and Loss Aversion
  • Video: Social Desirability and Social Proof
  • Video: Concreteness
  • Video: Incentives
  • Video: Don’t Mix Market and Social Norms
  • Video: The Case of the Daycare Center
  • Video: Complete and Incomplete Contracts
  • Quiz: Identify the Behavior Change Principle
  • Resource: Behavior Change Design Guide 2
SECTION 3: Design a Product Customers Will Value and Pay For
  • Resource: Listening Guide for Section 3
  • Video: Value Perception
  • Video: Relativity
  • Video: Starbucks and Dunkin Donuts
  • Video: The Pain of Paying
  • Video: The Peril of Pay-As-You-Go
  • Resource: Behavior Change Design Guide 3
SECTION 4: How Entrepreneurs Can Design Behavior Change Experiments
  • Video: Experimental Design for Entrepreneurs
  • Video: Things All Experiments Need
  • Video: The Ethics of Experiments
  • Video: Why Experiments Can Change the World
  • Video: A Coin Experiment in Kenya
  • Resource: Behavior Change Design Guide 4
The course already started. Can I still enroll?
You can enroll up to 2 weeks after the start date of the course.
When will the next course be offered?
We offer our courses a few times a year. Sign up for our emails to be notified of the next time the course will be offered.
Do I get a certificate for this course?
You will earn a Statement of Accomplishment if you complete 5 of 6 assignments, including the final assignment, by the last day of the course.
How do teams work?
We recommend you find friends or colleagues for your team that you can meet with in person each week. Each team member should register for the course individually. You’ll then be able to form your team on the NovoEd platform once the course begins.
Do I have to complete the course with a team?
While we believe taking the course with a team will give you the best experience and chance of completing the course, it is possible to complete the course individually if you wish.
What should I expect from the assignments?
You will create a Life Map, develop your own personal story, integrate it into a larger presentation, and record your presentation for feedback from your classmates. You should allocate at least one hour a week to complete each assignment.

Register for Dan Ariely on Changing Customer Behavior 

Supported By

Dan Ariely is a professor of psychology and behavioral economics at Duke University. He is the author of the bestsellers Predictably Irrational, The Upside of Irrationality, The Honest Truth About Dishonesty and Payoff.  Through his research and his experiments, Dan questions the forces that influence human behavior and the irrational ways in which we often all behave.

What People Are Saying

"Clear, concise and engaging presentation of behavioral econ, decision theory & consumer psych by one of the field's most prominent thought leaders. Dan Ariely makes the science accessible to any audience, and brings concepts to life with real world examples and scenarios that are relevant to many professions/disciplines."

Tricia Ahkin