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Understanding persuasion is essential to having influence in virtually any environment - at work, in a sales pitch, in the marketplace, and even at home. Whether you want to get colleagues on board with your idea, clients or investors interested in your company, or even family members to change their health behaviors, having persuasion knowhow will make you more effective. The aim of this course is to provide insight into the psychology of persuasion. We will take an evidence-based approach to explore what persuades and why. The goal is to give you access to the science of persuasion, and to help you identify and design new persuasion strategies that leverage this science. By the end of the course, you will have a deep understanding of persuasion and a toolkit that will help you enhance your persuasive impact in a wide range of situations.

This course prepares the student to do empirical behavioral research. It will cover all aspects of the research process, from hypothesis generation to experimental design to data analysis to writing up your results and submitting them for publication.

The course aims to develop a thorough understanding of Bayesian inference, with a special focus on empirical applications in marketing. The course will start with a brief theoretical foundation to Bayesian inference and will subsequently focus on empirical methods. Initial topics would include Bayesian linear regression, multivariate regression, importance sampling and its applications. Subsequently, the course will focus on Markov Chain Monte Carlo (MCMC) methods including the Gibbs Sampler and the Metropolis-Hastings algorithm and their applications. The overall focus of the course will be on applying these methods for empirical research using a programming language such as R.

This course is offered for students requiring specialized training in an area not covered by existing courses. To register, a student must obtain permission from the faculty member who is willing to supervise the reading.