Uploaded December 2025 | Updated September 2026, 3 weeks ago
Most managers assume customers calmly pick whatever is “best” for them. In reality, tiny psychological shifts—stress, distractions, who’s with you in the aisle—can completely change what ends up in the cart.
In Consumer Behavior with Prof. Gavan Fitzsimons at Duke’s Fuqua School of Business, MBA students tap into cutting-edge research in consumer psychology before it hits textbooks. You’ll explore topics like motivation, memory, persuasion, and social influence—and learn practical tools to predict and shape real customer choices in both B2C and B2B markets.
If you want to design products, brands, and experiences people actually choose, this is where you build that edge. #TaughtAtFuqua #TeamFuqua
Most managers assume customers calmly pick whatever is “best” for them. In reality, tiny psychological shifts—stress, distractions, who’s with you in the aisle—can completely change what ends up in the cart.
In Consumer Behavior with Prof. Gavan Fitzsimons at Duke’s Fuqua School of Business, MBA students tap into cutting-edge research in consumer psychology before it hits textbooks. You’ll explore topics like motivation, memory, persuasion, and social influence—and learn practical tools to predict and shape real customer choices in both B2C and B2B markets.
If you want to design products, brands, and experiences people actually choose, this is where you build that edge. #TaughtAtFuqua #TeamFuqua
