Behavioral Economics & Psychology in Marketing

Rory Sutherland
Ogilvy Group
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Sam Tatam
Ogilvy UK
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Matej Sucha
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Surprise guest
Duke University
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forbes logo
vaynermedia logo
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ogilvy logo
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What’s this Masterclass about?

This Masterclass reveals exactly how to use insights from 4 decades of research in consumer psychology and behavioral economics to increase conversions.

You’ll get a step-by-step framework on how to apply 24 most powerful psychological principles into your ads, landing pages, emails, sales funnels and everything in between.

It’s full of eye-opening insights and practical examples but most of all it‘s a step-by-step guide on how to apply them into practice.
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Diederik Gerbranda, Growth Marketer at Scaleup Marketing

What you get in the Masterclass

Step-by-step framework on how to apply 24 most powerful principles from consumer psychology and behavioral economics to increase conversions:

7.5 hours
of video lectures

The core format and basis for the whole Masterclass. Each video is crammed full of valuable, instantly applicable info from 4 world-class experts.

13 eBooks
(350+ pages in total)

Custom-created for this Masterclass. It adds a wealth of valuable insights to the video lectures — including useful tips and fun facts that add depth and richness to your understanding of consumer psychology.

ADAPT framework & Ideation Prompts

Step-by-step framework ADAPT on how to apply behavioral insights and a set of guiding questions related to each principle. These questions will direct you towards solutions you wouldn’t otherwise think of.

60+ Case Studies 

Each principle is illustrated by a number of business examples and case studies. This way you'll immediately see how the principles can be applied and what results they bring.

Official Masterclass certificate

Another way to highlight your new skills (and signal your upgraded worth to your clients, customers, colleagues and bosses), issued upon completing the Masterclass.

Lifetime access — Learn at your own pace — full 30-day money-back guarantee

If you don’t like the Masterclass let us know at and with one click we’ll send all your money back, no questions asked. An immediate 30-day money-back guarantee to all our students is also a condition of Teachable - the platform on which this Masterclass was built.

Who’s it for?

This Masterclass is for all those interested in consumer psychology and mainly for:

Why “Behavioral Economics” in marketing?

Simply put, behavioral economics is an entirely practical field about how people make decisions and what drives their behavior. It gives you the tools to understand, predict, and influence them.

As long as you do your business with humans, you will forever benefit from this knowledge.

Thanks to this Masterclass, you will learn:

Who are your instructors?

In this Masterclass you get access to four of the world’s leading experts in behavioral economics today. And their combined expertise which they’ve spent decades to acquire, test and perfect — while shaping buying decisions for some of the biggest companies out there.

Rory Sutherland

Vice Chairman,
Ogilvy Group UK

One of the most influential figures in modern marketing and a pioneer in the use of psychology and behavioral economics in marketing, with extensive experience of working for the world’s biggest brands.

Sam Tatam

Behavioral Strategy Director,
Ogilvy Consulting UK

Award-winning strategist, psychologist, and advertising practitioner who develops interventions and shapes communication for some of the world’s most influential brands and organisations.

Matej Sucha

Founder and CEO,
MINDWORX Behavioral Consulting

Recognized speaker and expert in applying behavioral economics and consumer psychology in business, with notable expertise in working with both large corporates and SMBs.

Surprise guest

Professor of Behavioral Economics and Psychology

One of the most famous behavioral economists in the world, renowned speaker and best-selling author of several books.

Who's the surprise guest? Answer here and get 15% off.

I want to congratulate you for the work you did with Rory, Sam and Dan. Everybody in marketing should take this course. I teach and practice Behavioral Science and I will let all my students and clients know about the course. A job well done indeed!
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George S. Dan, CEO at User Nudge
Perfectly crafted, well-articulated, highly engaging and enriching program. This is one of the finest online programs I have come across. The case-studies and examples are elaborate and make it easier to understand BE concepts. I found the content informative and it has been designed in a manner such that it kept me engaged throughout.
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Vinita Singh, Senior Research Executive at Nielsen
The best online marketing course I've ever seen. I recommend it to anyone who would like to better understand their customers and increase sales.
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Valerian Lukacko, Marketer, Head of Communication at Reflect Festival

Masterclass content in detail

The 7,5 hours of content are divided into 8 chapters.
Each chapter contains several video lectures accompanied by knowledge crammed eBooks.

How to get the most out of the Masterclass?

Here are the 8 chapters:

What is Behavioral Economics and why does it matter for marketers?

More and more, marketing and communication are becoming a science. A science about what makes customers tick, how they behave and make decisions. Here, Rory will explain why marketers must learn about behavioral economics and why standard approaches to marketing and advertising are slowly dying.

Full of surprising examples, astonishing case studies and eye-opening insights, all wrapped in Rory’s unmistakable sense of humor.

Masterclass options

Lifetime access

Learn on the go with mobile app

Money-back guarantee

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Video lectures

  • 7.5h video lectures
    (English & Portuguese subs)

429 €

Complete Masterclass

  • 7.5h video lectures
    (English & Portuguese subs)
  • 13 eBooks (in total 350+ pages)
  • Ideation prompts
  • Certificate

439 €


Complete Masterclass

  • 7.5h video lectures
    (English & Portuguese subs)
  • 13 eBooks (in total 350+ pages)
  • Ideation prompts
  • Certificate

Custom price for 5+ licenses


  • 13 eBooks (in total 350+ pages)
  • Ideation prompts

89 €


What people are saying

Alvaro S.
Great course on behavioral economics and how to apply insights from this field in marketing. I especially liked how they have structured the course and clever examples.
Yasaman M. H.
What I like the most about this course is because it's self-paced I have time to watch one episode then try to grasp it deeply and start looking at tasks I'm receiving from a different perspective.
Mike P.
Great Britain
I liked the structure and the way the different topics were chunked. I also found the handouts helpful. 
Felipe Z.
I really enjoyed all of it. The themes, narrative, case studies. Even though I`ve been studying B.E. for 3 years I must say there was a lot of novelty and new learnings.
Emma W.
Great Britain
Really enjoyed the course. I'd love to see a similar course with more focus on product design rather than on marketing/ecom.
Jessica B.
Insightful with useful tips we can try in the product space.
Matthew L.
The best course on Behavioral Economics I have taken! All the speakers are world-class and the information is priceless.
Michelle Badenhorst
South Africa
Love all the examples and practical application.
Rayan A. L.
This course will give you the essential BE principles and frameworks to start your own change journey.
Branislav P.
Great insights, great case studies, well-structured. Simply a lot of value!
Pratik S.
Excellent. Great examples. I highly recommend it for professionals working in branding, marketing, UX, and health communication.
Atticus J. L.
Thank you for taking the time to create this course - It is the best course I have seen in teaching applied behavioral economics.
Hugo Z.
It was a very useful summary of the most important concepts of BE. The links in the readings are pretty interesting!
Adela C.
Great Britain
This course provided me with an excellent overview of how I can apply behavioral science and behavioral economics in marketing to help businesses thrive cost-effectively.
Tam N.
This course is incredibly detailed and the lectures are very insightful. I enjoyed every lecture. Also, the written materials help a lot in reviewing the concepts.
Pouya G.
One of the most complete, practical, unique courses by the most important, reputed, and famed professors and instructors.