Documenti di Didattica
Documenti di Professioni
Documenti di Cultura
DESCRIPTION
This course will include lecture, discussion, and cases. However, every session will benefit from student
input, so it is important that you come to class prepared.
OBJECTIVES
MATERIALS
Required Readings:
• Book: Thinking, Fast and Slow, by Nobel Prize winner Daniel Kahneman on how people learn
and make judgments and choices
• Book: The Power of Habit: Why We Do What We Do In Life and Business, by Charles Duhigg,
investigates the hidden forces behind behavior.
• Book: Nudge: Improving Decisions About Health, Wealth, and Happiness, by the behavioral
economist Richard H. Thaler and Cass R. Sunstein (2009). This is a good book about how a
behavioral perspective can solve or improve real life problems.
• Book: Crossing the Chasm, by Geoffrey Moore (2002). Read for the chasm model, and general
insights for managing innovations.
Consumer Culture:
• Book: The Little Book of Hygge: Danish Secrets to Happy Living, by Meik Wiking
• Book: The Path: What Chinese Philosophers Can Teach Us About the Good Life, by Michael
Puett
• Book: Embrace the Chaos: How India Taught Me to Stop Overthinking and Start Living, by Bob
Miglani
SCHEDULE
Session 5 Information Processing and Book: Thinking, Fast and Individual Assignment:
FX: 2/4 Evaluation Slow Segmentation Survey
FT: 2/5 Book: Nudge Questions
Book: The Power of Habit
Session 6 New Product Adoption Book: Crossing the Read assigned book
FX: 2/11 Chasm chapter
FT: 2/12 Book: The Tipping Point
Summary Review
• Quizzes: None
GRADING
Assignments Points
Class Participation 15%
Individual Assignment (1) 15%
Group Assignments (3) 15% x 3
Final Exam 25%
Total 100%
COURSE POLICIES
Attendance required (absence of 2 sessions allowed; no reason necessary, prior notice required).
ACADEMIC INTEGRITY
Integrity of scholarship is essential for an academic community. As members of the Rady School, we
pledge ourselves to uphold the highest ethical standards. The University expects that both faculty and
students will honor this principle and in so doing protect the validity of University intellectual work. For
students, this means that all academic work will be done by the individual to whom it is assigned, without
unauthorized aid of any kind.
The complete UCSD Policy on Integrity of Scholarship can be viewed at: http://www-
senate.ucsd.edu/manual/appendices/app2.htm#AP14
A student who has a disability or special need and requires an accommodation in order to have equal
access to the classroom must register with the Office for Students with Disabilities (OSD). The OSD will
determine what accommodations may be made and provide the necessary documentation to present to
the faculty member.
The student must present the OSD letter of certification and OSD accommodation recommendation to the
appropriate faculty member in order to initiate the request for accommodation in classes, examinations, or
other academic program activities. No accommodations can be implemented retroactively.
Please visit the OSD website for further information or contact the Office for Students with Disabilities at
(858) 534-4382 or osd@ucsd.edu.