Behavioural Architecture 2020-21 @ MICA - Course Outline.

Title of the Course: Behavioural Architecture

Course Faculty: Prof. Chandradeep (CD) Mitra & Prof. Biju Dominic

Research Associate: Shikha Karamchandani

Term: Term IV, Academic Year 2020-21

Number of Sessions: 8 (Eight)

Credit: 1 (One)

Pre-requisite: PGP1 Marketing Courses

Course Description:
Many professional fields, particularly Marketing, are actively involved in understanding,
interpreting and ultimately influencing human behaviour. In fact, analysing and influencing
Consumer Behaviour can be described as the defining function of Marketing.

A majority of Theories, Models & Frameworks that aim to explain Human Behaviour in
general, and Consumer Behaviour in particular, operate on the assumption that human
actions, choices and decisions are largely rational and conscious. However, there is
increasing evidence from a number of modern and highly credible disciplines, that the
opposite is closer to the truth. If a majority of human attitudes & behaviours, including any
kind of Consumer Behaviour, cannot be explained using the traditional models of the human
mind, then we need cutting-edge learnings from evolving contemporary disciplines to
understand human (including consumer) behaviour in a completely new light.

Cognitive Neuroscience, Evolutionary Psychology and Behavioural Economics are some of

the new fundamental sciences that are now available to provide behavioural scientists with
a whole new perspective regarding the drivers of human behaviour. A very high proportion
of what we now know about human behaviour has been empirically learnt and scientifically
proven in the last couple of decades or so. This new body of knowledge now provides us
fresh knowledge and an altered lens to understand human choices and actions, including
Consumer Behaviour.

Based on our growing appreciation of how the human mind, decisions & choices work, and
how human behaviour can be shaped or influenced, it is increasingly evident that traditional
methods of understanding and interpreting consumer behaviour have serious limitations,
and we need to learn how to manage these limitations, while searching for newer and
better techniques to understand the human choice and decision making process.

Thanks to the phenomenal developments in Cognitive Neuroscience we now have a far

better understanding of how the human mind functions, the roles of (and connections
between) rationality and emotions, conscious and unconscious, and how a lot of human

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behaviour can be better understood and explained through the goings on within the human
brain & body. We are now beginning to better understand how we process stimuli, store
information, retrieve memories, and respond to situations. From the neuro-biology of
emotions, the role of unconscious brain processes, functions of various parts of the human
brain, we are beginning to piece together a far superior understanding of human behaviour
& decision making.

Evolutionary Psychology helps explain a lot of human actions & choices that are based on
millennia-old evolutionary conditioning, and unconscious hard-wired behaviour emanating
from the limbic system and reptilian brains of human beings. The knowledge of how human
decisions are made in limited-time, information-asymmetric situations at a non-conscious
level has a huge impact on understanding real-life real-time consumer behaviour.

Sensory Marketing makes use of the knowledge of how different human senses process
stimuli and create responses, often at an emotional non-conscious level. More strategic
planning & usage of multiple sensory stimuli can have a powerful influence on consumer
behaviour, something that smart modern marketers are waking up to.

Behavioural Economics explains in detail hitherto unexplored aspects of human behaviour,

the irrational yet predictable nature of human beings. Human brains very often take many
cognitive short cuts called heuristics. Some of the most common heuristics and predictable
yet systemic biases of human behaviour helps us better understand who really are, and why
we behave the way we do.

The course contributes primarily towards achievement of PGP Learning Goal 1 (Knowledge,
Creativity, and Innovation in decision making), and also to some extent towards
achievement of PGP Learning Goal 3 (Strategic & Collaborative Leadership) & PGP Learning
Goal 4 (Intercultural Perspectives).

Course Objectives/ Learning Outcomes:

The course objective and learning outcomes are as follows:-
1) Develop a deeper & better understanding of the way the human brain processes
information and takes decisions

• Understanding of the human memory system, processing of stimuli in the brain,

neuro biology of emotions and role of context in decision making.
• Comprehension and explanation of unexplored aspects of human behaviour, the
irrational nature of human beings
2) Application of the cutting-edge sciences of Cognitive Neurology, Evolutionary Psychology
& Behavioural Economics in Marketing

• Implications on Consumer Research

• Understanding the Choosing, Buying & Usage contexts of Consumers
• Sensory Branding - influencing Consumer Choices using multi-sensory stimuli
• Understanding how human behaviour can be shaped, influenced or ‘nudged’ in ways
that lead to better outcomes.

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Course Pedagogy:
This course will blend the encapsulation of foundational new theoretical concepts with their
practical real-life applications. Theoretical principles would be explained through examples.
Due to the online delivery mechanism of the course this year (2020-21), a combination of
pre-recorded videos, class presentations, discussions and example sharing would be the
optimal blended learning mix that will be used to help students learn. Due to the limited
time frame (8 sessions), and online nature of the course this year, it would not be feasible or
desirable to use case studies for this year’s course. A fair bit of supplementary reading
recommendations would encourage students interested to delve further into the field and
associated disciplines at their own level and pace. The assignments given would allow
students to apply the learnings from the course in multiple practical contexts, both in
Marketing & beyond.

Course Assessment/Evaluation Strategy:

This course will have 3 Evaluation components, all involving practical applications of some of
theories and principles learnt in the course.

Since the course deals with real-life applications of cutting-edge theoretical concepts, the
proof of appropriate learning would be Group & Individual Assignments that test the
understanding of the concepts and the innovative applications of the same.
Class Participation would encourage students to ask questions, challenge existing &
traditional understanding of human behaviour, and articulate their queries and perspectives
in a manner that would help them and their classmates learn better and faster, especially in
an online context.
Student will be required to submit one Individual & one Group Assignment, as the key
evaluation parameters, and Class Participation would add to the interactive, inclusive and
participative nature of the course.

Group Assignment 40%

Individual Assignment 50%

Class Participation 10%

Total 100%

3
 Session Plan

Evaluation
Guest
Reading/
Session Faculty/
Session Topic Reference Learning
Number Visiting
Outcome/ Goals
Faculty
(if any)

1.
Familiarity with _
Recorded Course Intro, A new Descartes’ Error,
new concepts
(30 model of human by Antonio _
about human
Minutes) behaviour Damasio
behaviour
Issues with existing Limitations of Class
Live
methods of gaining Traditional Participation
Discussion Consumer.ology,
Consumer Consumer _
(45 by Philip Graves
Understanding & Research, &
Minutes)
possible fixes Solutions
2.
New approaches _
Recorded Problem of tapping into How Customers
at Consumer
(30 the human unconscious, Think, by Gerald _
research, & their
Minutes) and possible solutions Zaltman
limitations
Live Why probing human Class
Alternate Research
Discussion unconscious is difficult, Metaphoria, by Participation
Tools & Practical _
(45 and alternate solution Gerald Zaltman
Issues with them
Minutes) approaches
3.
Multiple issues _
Recorded The fallacy of modern The Paradox of with provision of
(30 society in assuming that Choice, by Barry ‘too much choice’, _
Minutes) more choice is better Schwartz & what is too
much choice
How to design Class
Live
How marketers err by The Art of Right Choice Participation
Discussion
confusing consumers by Choosing, by Architecture to _
(45
too much choice Sheena Iyengar help consumers
Minutes)
choose better
4.
How evolutionary _
Recorded
Principles & Practices of Brand Sense, by psychology
(30 _
Sensory Marketing Martin Lindstrom influences choices
Minutes)
through senses
Live How strategic Class
Practical applications & Customer Sense,
Discussion multi-sensory Participation
examples of Sensory by Aradhna _
(45 marketing impacts
Marketing & Branding Krishna
Minutes) brand choice
4
 5.
Challenging _
Recorded Predictably
Wrong Assumptions traditional norms Biju
(30 Irrational, by Dan
about Human Behaviour about human Dominic
Minutes) Ariely
behaviour
Live Challenging Class
Predictably
Discussion Wrong Assumptions traditional norms Biju Participation
Irrational, by Dan
(45 about Human Behaviour about human Dominic
Ariely
Minutes) behaviour
6.
Recorded Understanding Thinking Fast & Creating a new _
Biju
(30 Influences on Human Slow, by Daniel model of human
Dominic
Minutes) Behavior Kahnemann behaviour
Live Class
Understanding Thinking Fast & Creating a new
Discussion Biju Participation
Influences on Human Slow, by Daniel model of human
(45 Dominic
Behavior Kahnemann behaviour
Minutes)
7.
Use of Nudge _
Recorded How to influence human Nudge, by Richard
Theory to Biju
(30 behaviour in effective & Thaler & Cass
influence Human Dominic
Minutes) a meaningful ways Sunstein
Behaviour
Live Use of Nudge Class
How to influence human Nudge, by Richard
Discussion Theory to Biju Participation
behaviour in effective & Thaler & Cass
(45 influence Human Dominic
a meaningful ways Sunstein
Minutes) Behaviour
8.
Practical _
Recorded applications on
Designing for the non- FinalMile Biju
(30 non-conscious
conscious Examples Dominic
Minutes) design to change
behaviour
Practical Class
Live
applications on Participation
Discussion Designing for the non- FinalMile Biju
non-conscious
(45 conscious Examples Dominic
design to change
Minutes)
behaviour

Recommended Texts/Additional Reading:

Area: Behavioural Economics; Recommended Reading:-

1) Predictable Irrational, by Dan Ariely

2) Thinking Fast and Slow, by Daniel Kahnemann
3) Nudge, by Richard Thaler & Cass Sunstein
4) The Paradox of Choice, by Barry Schwartz
5) The Art of Choosing, by Sheena Iyengar

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Area: Cognitive Neuroscience; Recommended Reading:-

1) Descartes’ Error, by Antonio Damasio

2) The Tell-Tale Brain, by V.S. Ramachandran
3) The Brain, by David Eagleman
4) The Decisive Moment, by Jonah Lehrer
5) How the Mind Works, by Steven Pinker
6) Your Brain at Work, by David Rock
7) The Branded Mind, by Eric Du Plessis
8) The Advertised Mind, by Eric Du Plessis
9) How Customers Think, by Gerald Zaltman
10) Blink, by Malcolm Gladwell
11) Consumer.ology, by Philip Graves
12) Metaphoria, by Gerald Zaltman

Area; Evolutionary Psychology & Sensory Marketing; Recommended Reading:-

1) Brand Sense, by Martin Lindstrom

2) Sensory Marketing, edited by Aradhna Krishna
3) Customer Sense, by Aradhna Krishna

A number of articles, reports & TED talks would also be mentioned in class.

1. Plagiarism Note For all Assignments: All work you submit for this course must be
original. If you do borrow from another source for any purpose, please follow APA
guidelines. If you are not sure what plagiarism means, consult your Student Manual or
your faculty. Any offence found on account of plagiarism or fabrication will be subject to
a failing grade (F).
2. For Quizzes, Mid Term and End Term Exams:
You are required to strictly adhere to the Examination Protocols & Discipline specified in
the Student Manual. Any violation will attract Zero Mark for the Subject component.