| 授業名 | Behavioral Insights in Business |
|---|---|
| Course Title | Behavioral Insights in Business |
| 担当教員 Instructor Name | Jeeyoon Jeong |
| 授業形態 Class Type | 講義 Regular course |
| 授業形式 Class Format | On Campus |
| 単位 Credits | 2 |
| 言語 Language | EN |
| 学位 Degree | BBA |
| 開講情報 Terms / Location | 2026 UG Nisshin Term4 |
| コード Course Code | NUC402_N26B |
授業の概要 Course Overview
Mission Statementとの関係性 / Connection to our Mission Statement
This course explores how psychological and behavioral principles shape decision-making in organizations and markets. By integrating insights from organizational behavior, consumer psychology, behavioral economics, and digital technology, students will examine why employees, managers, teams, and consumers think, feel, and behave as they do.
Through contemporary cases and readings, students will analyze topics such as social influence, personality, workplace relationships, customer communities, pricing fairness, digital influencers, and human–AI collaboration. In line with NUCB’s mission, the course develops students’ ability to critically analyze behavioral problems, consider ethical implications, and propose practical solutions for managers, marketers, and business leaders.
Through contemporary cases and readings, students will analyze topics such as social influence, personality, workplace relationships, customer communities, pricing fairness, digital influencers, and human–AI collaboration. In line with NUCB’s mission, the course develops students’ ability to critically analyze behavioral problems, consider ethical implications, and propose practical solutions for managers, marketers, and business leaders.
授業の目的（意義） / Importance of this course
Understanding human behavior is essential for effective business decision-making. Managers must understand not only how consumers respond to brands, prices, and digital communication, but also how personality, fairness, relationships, and technology influence employee and team behavior.
This course provides students with an integrated behavioral perspective that can be applied across management, marketing, human resources, entrepreneurship, and digital strategy. Students will learn how organizations influence behavior and how behavioral knowledge can be applied in ways that are effective, fair, and responsible.
This course provides students with an integrated behavioral perspective that can be applied across management, marketing, human resources, entrepreneurship, and digital strategy. Students will learn how organizations influence behavior and how behavioral knowledge can be applied in ways that are effective, fair, and responsible.
学修到達目標 / Achievement Goal
By participating in this course, students will:
- Develop a critical understanding of psychological and behavioral principles in business.
- Apply behavioral concepts to organizational and consumer-related problems.
- Evaluate business decisions from managerial, consumer, and ethical perspectives.
- Strengthen communication and problem-solving skills through case discussions.
- Develop a critical understanding of psychological and behavioral principles in business.
- Apply behavioral concepts to organizational and consumer-related problems.
- Evaluate business decisions from managerial, consumer, and ethical perspectives.
- Strengthen communication and problem-solving skills through case discussions.
本授業の該当ラーニングゴール Learning Goals
*本学の教育ミッションを具現化する形で設定されています。
LG1 Critical Thinking
LG2 Diversity Awareness
LG3 Ethical Decision Making
LG4 Effective Communication
LG6 Managerial Perspectives (BBA)
LG2 Diversity Awareness
LG3 Ethical Decision Making
LG4 Effective Communication
LG6 Managerial Perspectives (BBA)
受講後得られる具体的スキルや知識 Learning Outcomes
After completing this course, students will be able to:
- Explain how personality, identity, social influence, fairness, and relationships affect behavior.
- Analyze employee, team, and consumer behavior using relevant psychological concepts.
- Evaluate the behavioral implications of pricing, digital influence, and AI-based decision-making.
- Develop and justify practical recommendations for organizational and market problems.
- Explain how personality, identity, social influence, fairness, and relationships affect behavior.
- Analyze employee, team, and consumer behavior using relevant psychological concepts.
- Evaluate the behavioral implications of pricing, digital influence, and AI-based decision-making.
- Develop and justify practical recommendations for organizational and market problems.
SDGsとの関連性 Relevance to Sustainable Development Goals
Goal 4 質の高い教育をみんなに（Quality Education）
教育手法 Teaching Method
| 教育手法 Teaching Method | % of Course Time | |
|---|---|---|
| インプット型 Traditional | 10 % | |
| 参加者中心型 Participant-Centered Learning | ケースメソッド Case Method | 90 % |
| フィールドメソッド Field Method | 0 % | |
| 合計 Total | 100 % | |
事前学修と事後学修の内容、レポート、課題に対するフィードバック方法 Pre- and Post-Course Learning, Report, Feedback methods
Before each class, students are expected to read the assigned case or reading and prepare responses to the discussion questions posted on Google Classroom. Students should identify the main behavioral problem, consider multiple perspectives, and develop their own recommendations.
During class, students will discuss the assigned material in small groups and in the full class. They are expected to explain their reasoning, respond to different viewpoints, and apply relevant behavioral concepts.
During class, students will discuss the assigned material in small groups and in the full class. They are expected to explain their reasoning, respond to different viewpoints, and apply relevant behavioral concepts.
授業スケジュール Course Schedule
第1日（Day1）
Introduction: Social Influence, Identity, and Brand MeaningThis session introduces the role of behavioral insights in business. Students will examine how a product that was once mocked became fashionable and culturally meaningful. The discussion will explore how social influence, identity, community, celebrity endorsement, and uniqueness can change consumer perceptions.
Main concepts:
Social influence, social identity, uniqueness, community, brand meaning, norm change
●使用するケース
Crocs: Using Community-Centric Marketing to Make Ugly Iconic第2日（Day2）
Individual Differences and Workplace BehaviorThis session focuses on how personality influences workplace behavior and career development. Students will discuss how personal characteristics can function as strengths in some situations but become weaknesses when they are overused or poorly matched with the environment.
Main concepts:
Personality, self-awareness, dark-side traits, leadership derailment, person–situation fit, behavioral adjustment
●使用するケース
Could Your Personality Derail Your Career?第3日（Day3）
Fairness, Favoritism, and Workplace RelationshipsThis session examines how managers develop different relationships with individual employees. Students will discuss how in-groups and out-groups emerge, how perceived favoritism affects employee attitudes and behavior, and how damaged manager–employee relationships can be repaired.
Main concepts:
Leader–member relationships, favoritism, in-groups and out-groups, organizational justice, social comparison, trust, employee engagement
●使用するケース
Stop Playing Favorites第4日（Day4）
Customer Communities and Co-CreationThis session examines how companies can involve customers in innovation and brand development. Students will discuss why customers voluntarily contribute ideas and effort, how companies can benefit from customer communities, and how firms should balance openness, control, intellectual property, and customer ownership.
Main concepts:
Intrinsic motivation, customer engagement, psychological ownership, co-creation, innovation communities, control and autonomy
●使用するケース
LEGO Products: Building Customer Communities Through Technology第5日（Day5）
Pricing, Fairness, and Consumer ReactionsThis session explores how consumers interpret and respond to pricing decisions. Students will discuss Wendy’s proposed use of dynamic pricing and examine why price changes may be perceived as efficient in some contexts but unfair or exploitative in others. The class will also consider how communication, AI, and digital menus shape consumer reactions.
Main concepts:
Price fairness, reference price, loss aversion, attribution, consumer anger, trust, dynamic pricing, AI-based pricing
●使用するケース
Dynamic Pricing at Wendy’s: Where’s the Beef?第6日（Day6）
Digital Influence, Authenticity, and AIThis session examines influencer marketing and the use of virtual identities in digital communication. Students will discuss whether consumers can trust or emotionally connect with a virtual influencer and whether authenticity requires the influencer to be a real person.
Main concepts:
Influencer marketing, source credibility, authenticity, social proof, parasocial relationships, AI identity, digital trust, consumer engagement
●使用するケース
Puma’s “Maya”: Southeast Asia’s First Virtual Influencer第7日（Day7）
Psychological Safety and Human–AI CollaborationThis final session examines how the use of AI can affect trust, communication, accountability, and psychological safety within teams. Students will discuss how leaders should respond when employees and AI systems disagree, how AI errors should be managed, and how organizations can encourage employees to question AI without discouraging innovation.
Main concepts:
Psychological safety, human–AI collaboration, trust ambiguity, employee voice, accountability, intelligent failure, team learning, AI-assisted decision-making
●使用するケース
How to Foster Psychological Safety When AI Erodes Trust on Your Team成績評価方法 Evaluation Criteria
*成績は下記該当項目を基に決定されます。
*クラス貢献度合計はコールドコールと授業内での挙手発言の合算値です。
Class contribution will be evaluated based on the quality of participation, not simply the quantity of comments. Strong contributions include identifying important behavioral problems, explaining reasoning, applying relevant concepts, responding constructively to classmates, and offering practical recommendations.
The final report will require students to analyze a real business situation using behavioral insights from the course. Students may choose a topic related to employee behavior, workplace relationships, consumer behavior, brand communities, pricing, digital influence, AI, or ethical decision-making.
*クラス貢献度合計はコールドコールと授業内での挙手発言の合算値です。
| 講師用内規準拠 Method of Assessment | Weights |
|---|---|
| コールドコール Cold Call | 10 % |
| 授業内での挙手発言 Class Contribution | 60 % |
| クラス貢献度合計 Class Contribution Total | 70 % |
| 予習レポート Preparation Report | 0 % |
| 小テスト Quizzes / Tests | 0 % |
| シミュレーション成績 Simulation | 0 % |
| ケース試験 Case Exam | 0 % |
| 最終レポート Final Report | 30 % |
| 期末試験 Final Exam | 0 % |
| 参加者による相互評価 Peer Assessment | 0 % |
| 合計 Total | 100 % |
評価の留意事項 Notes on Evaluation Criteria
This course is based on active participation and case discussion. Students are expected to attend class, prepare for discussion, express their opinions clearly, listen respectfully to others, and connect their comments to the assigned material and course concepts.Class contribution will be evaluated based on the quality of participation, not simply the quantity of comments. Strong contributions include identifying important behavioral problems, explaining reasoning, applying relevant concepts, responding constructively to classmates, and offering practical recommendations.
The final report will require students to analyze a real business situation using behavioral insights from the course. Students may choose a topic related to employee behavior, workplace relationships, consumer behavior, brand communities, pricing, digital influence, AI, or ethical decision-making.
配布教材と教室における電子機器の利用マナーについて Guidelines for Classroom Technology and Proper Use of Course Materials
- ケースメソッド教育の中核は、積極的な参加と知識の共有です。この教育を支えるため参加者は授業中の電子機器（例：スマートフォン、ノートパソコン）の使用を制限するよう求められます。許可を得た場合でも、教室内では電子機器は、ケース討議に資する目的でのみ使用してください。授業中は、たとえケース討議に関連していても、検索エンジンや生成AIの使用は避けて下さい。
- 配布教材（ケースを含む）は指定された授業への参加以外の目的で利用しないで下さい。著者の権利、著作権、特定情報の機密性を保護するため、許可なく教材を個人や組織（生成AI を含む）に提供することはできません。このルールは、印刷物・電子教材のいずれにも適用されます。
- 詳細は「教室における電子機器の利用マナー・教材の適切な利用に関するガイドライン」を確認のうえ、教員の指示に従い、責任をもって遵守してください。
- Active participation and shared learning is at the core of the case method learning. Participants are asked to limit their use of electronic devices (e.g., laptops, smartphones) during classroom sessions in support of this model. Even with permission granted, devices should only be used in the classroom in service to the case discussion. Online searches and generative AI tools, even if related to the case discussion, are discouraged while class is in session.
- Students are prohibited from using the course materials (including cases) distributed by the university for any purpose other than participation in the designated class. Students must not input, process or test course materials with any artificial intelligence (AI) tools, bots, software, or platforms without the author's permission. These actions violate the terms of use for the course materials and may also constitute copyright infringement.
- Please refer to the "Classroom Technology Guidelines / Guidelines for Properly Using Course Materials" for details, and follow the instructor's directions. You are expected to comply with these guidelines responsibly.
教科書 Textbook
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参考文献・資料 Additional Readings and Resource
授業調査に対するコメント Comment on Course Evaluation
担当教員のプロフィール About the Instructor
Jeeyoon (Luna) Jeong is an Assistant Professor at NUCB Business School. Before joining NUCB, she was a Research Professor at Korea University Business School. She received her Ph.D. in Management with a focus on Organizational Behavior from Korea University Business School, South Korea. Her broader research interests include leadership dynamics, workplace mistreatment, congruence effects, knowledge management, and the work–family interface.
Refereed Articles
- (2026) Green Organizational System and Organizational Identification: The Roles of Career Ecological Fit and Environmental Concern. Business Strategy and the Environment forthcoming
- (2026) Collective Perceptions Matter: How Team Alignment on Perceived AI Usefulness and Ease of Use Impacts Self-Efficacy and Task Proficiency. Group & Organization Management in press
- (2026) When AI becomes indispensable: AI dependence as a pathway from perceived organisational AI adoption to employee withdrawal behaviour. Behaviour & Information Technology in press
- (2026) The Hidden Cost of Stress: Knowledge Hiding, Innovative Behavior, and the Buffering Role of Leader–Member Exchange. BMC Psychology forthcoming
- (2026) Silent Resistance: Knowledge Hiding as a Defense Against AI Adoption. Journal of Innovation & Knowledge 17
Refereed Proceedings
- (2026). What Knowing is Not Doing: Unpacking How Environmental Intelligence Translates into Green OCB. Academy of Management Proceedings. The 86th Annual Meeting of the Academy of Management. 1. 3. Philadelphia, USA
- (2026). Understanding How Organizational AI Adoption Influences Voice Behavior. Academy of Management Proceedings. The 86th Annual Meeting of the Academy of Management. 1. 2. Philadelphia, USA
- (2025). From Global Green HRM to Local Green Behavior: An Integrated Supervisory Influence Framework in MNE. Academy of Management Proceedings. The 85th Annual Meeting of the Academy of Management. 1. 2. Copenhagen, Denmark
- (2023). Team-oriented Human Resource Management Practices and Team Voice: A Social Construction Process View. Academy of Management Proceedings. The 83rd Annual Meeting of the Academy of Management. 1. 2. Boston, Massachusetts, USA.
- (2023). Forgiveness and Affiliative Responses to Workplace Incivility. Academy of Management Proceedings 2023 . Academy of Management Proceedings 2023 . 1. 2. Boston, Massachusetts, USA.