Behavioral Science for Innovation (JCB654)
Course Overview

In this course, you will assess whether it is always better to be the first one to introduce a new product or idea to the market. Using examples of popular consumer products, you will examine how products diffuse into a market to help you plan your strategy for introducing new products. You will apply insights about consumer behavior –tied to the three key drivers –to support your predictions of how consumers might adopt your new product.

You are required to have completed the following courses or have equivalent experience before taking this course:

  • Introduction to Behavioral Science
  • Drivers of Consumer Behavior: Attention, Emotion, Coherence

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