Economic models have long said that people make choices in order to maximize utility. Yet the field of consumer behavior reveals that it isn’t always that simple, with studies demonstrating a wide range of factors that influence people’s choices and don’t always result in the most efficient decisions.

Professor Claudia Townsend’s innovative research into consumer behavior decodes the science behind human consumption, enabling companies, brands, and retailers to help their customers make better decisions. Professor Townsend analyzes how to harness choice architecture, the aesthetics of advertising, price points, and more to influence decision-making and steer your customers’ decisions.

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