Profile of the instructor
Prof. dr. Nico Heuvinck is Associate Professor of Marketing as well as Academic Director of the Master in Digital Marketing & CXM at IESEG School of Management, Lille Campus, France. He received his PhD in Marketing from Ghent University, Belgium. His teaching is centered around the topics of marketing research methodology (e.g. Applied Marketing Research with SPSS, Experimental Designs, and Intro to Statistics) and (irrational) consumer behavior (e.g. Neuromarketing, Nudging, Consumer Behavior, and In-store Marketing). In the past he has been visiting Professor at Ghent University (Belgium), K.U. Leuven (Belgium), and Loyola College (India). He is also the recipient of IESEG’s Teaching Excellence Award and co-authored the “Marketing Research with IBM® SPSS Statistics” book published by Routledge. His research revolves around different topics in consumer psychology such as; health heuristics in food decision making, brand ethicality, sensory marketing, goals & motivation, store atmospherics, and two-sided advertising. His work has been published in top Marketing journals such as the Journal of Consumer Research, Journal of Consumer Psychology, Journal of Business Ethics & International Journal of Advertising. Moreover, his work has been featured by numerous (international) media outlets such as Harvard Business Review, the Times, the Independent, the Mirror, the Sun, Daily Mail, Metro, de Telegraaf, and the Marketing Science Institute. His research has been awarded with the 2022-2023 Journal of Consumer Psychology top 10 most-cited paper certificate, the EMAC 2011 ‘Best Paper of the Conference based on a Doctoral Dissertation Award’ and the ANZMAC 2018 ‘Best Paper in the Consumer Behavior Track Award’ as well as it has been finalist for the EMAC 2012 ‘Best Paper of the Conference based on a Doctoral Dissertation Award’, and the ICORIA 2017 ‘Best Student Paper Award’.
Description of the course
Join this three-sessions online workshop on “ Nudge Marketing and the Psychological Foundations of Human Behavior” where each session spans two hours. Dive deep into the realm of nudging. Discover how it is different from general marketing, whether it can be considered as manipulation (ethics), explore real-world applications by organizations, and uncover the profound impact on people’s behavior. Whether you are a seasoned marketing professional or a Master/PhD student in the field, this workshop will enrich your understanding and elevate your knowledge in nudging and the psychological principles that steer people’s behavior.
Session - 1
Nudging – Ethics, difference with marketing & effective nudges (2 hours)
In the first session, we will examine the fundamental concept of nudging. You will learn what nudging is, what sets it apart from traditional marketing techniques, and to what extent it raises questions of manipulation and ethics. Finally, through the EAST framework, you will gain practical tools to design effective and responsible nudging strategies.
Session - 2 & 3
Psychological Foundations of human behavior & implications (4 hours)
In the second and third sessions, we will focus on the psychological foundations of human behavior. That is, the core psychological principles that drive people’s actions and can be harnessed in nudging. We will examine cognitive biases and mental shortcuts (such as anchoring, loss aversion, and mental accounting), the role of emotions, and the impact of social influence (e.g., social pressure, authority, and social norms). We will also explore contextual factors (such as framing, decoys, and defaults), habitual processes (e.g., the habit loop, inertia or status quo), and intuitive decision-making. Finally, we will conclude the workshop by discussing the implications of these principles for designing effective nudges, considering how elements such as sensory cues, anchoring, decoys, and the power of ‘free’ can be used to nudge people.
Learning outcomes
By the end of this workshop, you will have a comprehensive understanding of what nudging is, what sets it apart from general marketing, whether it is considered ethical, when it can be used, and which psychological principles can be considered to design effective nudging strategies in both professional and academic contexts. Elevate your marketing expertise and drive evidence-based decision-making by enrolling in this dynamic and interactive workshop.
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