Author: rukensai on 24-11-2016, 00:19
TTC – How You Decide: The Science of Human Decision Making [24 MP4, 1 PDF]|7.13 GB

Taught by Professor Ryan Hamilton, Associate Professor of Marketing at Emory University’s
Goizueta Business School

Have you ever wondered why your neighbors painted their front door lime green? Or wished you
could watch TV without reaching for those snacks over and over again? Have you ever walked up and
down the toy aisles to find a birthday present and left without buying anything, just to stop at
the convenience store on the way home and buy the only toy on the shelf?

Those three activities—choosing a paint color, changing a habit, and purchasing a gift—might
seem unrelated at first glance. But all are examples of the fascinating process of human decision
making. Thousands of times each day, even tens of thousands by some estimates, we are presented
with choices that require a decision. From the mundane to the life-changing, our brains are
constantly working to solve these decision puzzles.

How in the world do we do it?

Over millennia, philosophers, theologians, and mathematicians have all weighed in on the topic,
and in recent centuries, economists, psychologists, and sociologists have joined the
investigation. People have always been fascinated by how the mind works. We also have a desire to
learn from our mistakes, but in order to do so, it’s important to understand how we came to the
decision that led to those mistakes.

From the Trojans’ acceptance of that big wooden horse, to the factors that help us decide whom
to trust and whom to disbelieve, to the food you are likely to purchase in the market
tomorrow—someone somewhere has put forth a theory to explain the decision. Some of these past
theories could most politely be described as “aspirational,” describing decision making as it
should be, not as it often is. Others have caught on in the minds of the general public and even
been published in the popular press, only to be later disproven. But the information presented in
this course is different.

In How You Decide: The Science of Human Decision Making, Professor Ryan Hamilton, Associate
Professor of Marketing at Emory University’s Goizueta Business School, uses research revealed
via the scientific method to understand and explain human decision making. While his easygoing
manner and anecdotes about surprising and bizarre choices will keep you enthralled, Professor
Hamilton also shares what decision science has revealed through empirically tested theories that
make falsifiable predictions and lead to testable hypotheses.

Using the manufacturing process as a metaphor to present those truths, Professor Hamilton
describes in 24 in-depth lectures:

the informational raw materials you use as inputs to the decision-making process
how your cognitive machinery prepares and assembles those raw materials into a decision
the motivational control mechanisms that govern and tweak your cognitive machinery to
produce a decision.

Dr. Hamilton’s boundless sense of wonder and enthusiasm for the subject of human decision
making, solid foundation in the scientific method, and pervasive sense of humor are apparent in
every lecture. While most of us believe we make decisions by examining our options rationally and
reaching a logical conclusion, Dr. Hamilton, a consumer psychologist, shares a much more
interesting reality of fascinating experiments, often irrational choices, and sometimes
counterintuitive results.

Based on the outcomes of his own published experiments and those of his colleagues, Dr. Hamilton
presents information that allows you to better understand the choices you face every day, the
tools you can use to make the best decisions for your personal goals, and how to most effectively
influence the decisions of others. Whether your goal is to improve your personal life or to apply
decision science to your business, you’ll find the up-to-date research results and practical
advice you need in this course.

The Rut of Routines: Everyday Scenarios

Everyone has routines that are established over weeks, months, or even years. These routines
become such a part of your life that they can obscure the fact that you’re actually making
choices throughout the routine. For example, you go to the store to buy a bag of your favorite
coffee. You’ve been drinking this coffee for so many years that you don’t even consider the
purchase a “decision.” But when you arrive, you find that the store manager has rearranged
the shelves and added five new brands plus six new flavors of your favorite brand. You pick up
each new bag, read the label, and sniff the aroma. But you just can’t seem to decide what to
buy. What’s happening here?

In this course, you’ll learn:

how the number and placement of choices affect your decisions and can even keep you from
making any decision at all
how the memory of a song or a joke can cause you to make specific choices months or years
whether or not subliminal messages can cause you to make decisions against your will
how the blood flow in your brain can be altered by advertising without any conscious
thought on your part
how heuristics, while often helpful, can sometimes lead to stereotyping and other poor

You’ll also discover how you can affect your cognitive machinery and the decisions of others.
For example, say that for years, you paid your children to do chores around the house. Over time,
you watched them learn to make their beds, do their own laundry, mow the yard, and even do the
dusting. But when you visited them in their first apartments, you were shocked to see that they
were filthy. How could they possibly have made a decision like that? What went “wrong?”
You’ll investigate:

the difference between intrinsic and extrinsic motivation
how reason-based decision making that seems rational can lead us astray
the power of partitioning to affect your own decisions and others’
how to most effectively break a bad habit or establish a good one
why the commonly used list of pros and cons can actually be a poor decision tool.

Professor Bio
Professor Ryan Hamilton is an Associate Professor of Marketing at Emory University’s Goizueta
Business School, where he has taught since 2008. He received his Ph.D. in Marketing from
Northwestern University’s Kellogg School of Management.

In 2013, he was recognized by the Marketing Science Institute as one of the most productive young
scholars in his field. Professor Hamilton also has received multiple teaching excellence awards
from his M.B.A. students at Emory and, in 2011, was named one of “The World’s Best 40
B-School Profs under the Age of 40” by Poets & Quants, an online magazine covering the
world of M.B.A. education.

Professor Hamilton is a consumer psychologist whose research investigates shopper decision
making: how brands, prices, and choice architecture influence decision making at the point of
purchase. His research findings have been published in prestigious peer-reviewed marketing and
management journals, including the Journal of Consumer Research, the Journal of Marketing
Research, the Journal of Marketing, Management Science, and Organizational Behavior and Human
Decision Processes. His findings also have been covered by The New York Times, The Wall Street
Journal, USA Today, The Financial Times, CNN Headline News and more.
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