| 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 business contexts. By integrating insights from organizational behavior, consumer psychology, behavioral economics, and digital technology, students will learn to analyze why people think, feel, and act the way they do in organizations and markets.
Through case discussions, students will examine topics such as social influence, motivation, personality, customer communities, pricing fairness, digital influencers, AI-driven persuasion, and the ethics of behavioral interventions. The course emphasizes practical application: students will use behavioral concepts to diagnose real business problems and develop evidence-based recommendations for managers, marketers, and business leaders.
Through case discussions, students will examine topics such as social influence, motivation, personality, customer communities, pricing fairness, digital influencers, AI-driven persuasion, and the ethics of behavioral interventions. The course emphasizes practical application: students will use behavioral concepts to diagnose real business problems and develop evidence-based recommendations for managers, marketers, and business leaders.
授業の目的（意義） / Importance of this course
Understanding human behavior is at the core of effective management. Whether motivating employees, leading teams, designing products, or communicating with customers, managers must grasp why people think, feel, and act the way they do. This course bridges organizational behavior and consumer psychology, providing students with a unified behavioral lens applicable across all business functions.Understanding human behavior is essential for effective business leadership. Managers need to understand what motivates employees, how leaders influence others, how teams and communities form, why consumers respond emotionally to prices and brands, and how digital technologies shape attention and decision-making.
This course provides students with a behavioral lens that can be applied across business functions, including management, marketing, human resources, entrepreneurship, and digital strategy. Students will learn not only how to influence behavior, but also how to evaluate whether such influence is ethical, fair, and sustainable.
This course provides students with a behavioral lens that can be applied across business functions, including management, marketing, human resources, entrepreneurship, and digital strategy. Students will learn not only how to influence behavior, but also how to evaluate whether such influence is ethical, fair, and sustainable.
学修到達目標 / Achievement Goal
By the end of this course, students will be able to identify and explain key psychological principles that influence behavior in organizational and market settings. Students will be able to apply behavioral frameworks to real-world business cases involving employee behavior, leadership, customer communities, pricing, digital influence, and AI-based interventions. Students will also develop the ability to critically evaluate the ethical boundaries of using behavioral insights to influence employees and consumers.
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:
1. Explain how cognitive biases, emotions, identity, and social influence affect business decision-making.
2. Analyze how individual differences, such as personality traits, shape workplace behavior and leadership effectiveness.
3. Evaluate how brands use communities, influencers, pricing strategies, and digital tools to influence consumer behavior.
4. Apply behavioral theories to diagnose real-world organizational and market problems.
5. Critically assess the ethical risks of behavioral interventions, especially in relation to AI, manipulation, vulnerability, and consumer trust.
6. Develop practical business recommendations based on behavioral insights.
1. Explain how cognitive biases, emotions, identity, and social influence affect business decision-making.
2. Analyze how individual differences, such as personality traits, shape workplace behavior and leadership effectiveness.
3. Evaluate how brands use communities, influencers, pricing strategies, and digital tools to influence consumer behavior.
4. Apply behavioral theories to diagnose real-world organizational and market problems.
5. Critically assess the ethical risks of behavioral interventions, especially in relation to AI, manipulation, vulnerability, and consumer trust.
6. Develop practical business recommendations based on behavioral insights.
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 required to read the assigned case and submit a short preparation report addressing the discussion questions posted on Google Classroom. The preparation report is intended to help students organize their thoughts before class and prepare for active participation.
During class, students will discuss the case, compare different viewpoints, and apply behavioral concepts to managerial and market decisions.
During class, students will discuss the case, compare different viewpoints, and apply behavioral concepts to managerial and market decisions.
授業スケジュール Course Schedule
第1日（Day1）
Introduction: Why Behavior Matters in BusinessThis session introduces the basic idea of behavioral insights in business. Students will discuss how a brand that was once mocked became fashionable and culturally meaningful. The class will examine how identity, social influence, celebrity endorsement, community, and uniqueness can change consumer perceptions.
Main concepts:
Social influence, identity, uniqueness, community, brand meaning, norm change
●使用するケース
Case: Crocs: Using Community-Centric Marketing to Make Ugly Iconic第2日（Day2）
Individual Differences and Workplace BehaviorThis session focuses on personality and workplace behavior. Students will discuss how personality traits can become strengths or weaknesses depending on the situation. The class will connect personality to leadership, teamwork, career development, and self-awareness.
Main concepts:
Personality, dark-side traits, self-awareness, leadership derailment, person-situation fit
●使用するケース
Case: Could Your Personality Derail Your Career?第3日（Day3）
Customer Communities and Co-CreationThis session examines how companies can involve customers in innovation and brand building. Students will discuss why fans contribute ideas, how companies can benefit from customer communities, and what risks arise when customers become deeply involved in the brand.
Main concepts:
Intrinsic motivation, customer engagement, psychological ownership, co-creation, innovation communities
●使用するケース
Case: LEGO Products: Building Customer Communities Through Technology第4日（Day4）
Pricing, Fairness, and Consumer ReactionsThis session explores how consumers respond to pricing decisions. Students will discuss Wendy’s proposed use of dynamic pricing and examine why consumers may react negatively when they feel a price is unfair. The class will also consider how AI and digital menus change pricing possibilities.
Main concepts:
Price fairness, reference price, loss aversion, consumer anger, trust, AI-based pricing
●使用するケース
Case: Dynamic Pricing at Wendy’s: Where’s the Beef?第5日（Day5）
Context, Value Perception, and Willingness to Pay●使用するケース
Case: Toblerone Pricing at Airport Duty-Free ShopsThis session focuses on how context shapes consumer value perception. Students will discuss why the same product can have different prices across airports and how consumers evaluate whether a price is acceptable. The session connects pricing to travel context, brand image, scarcity, convenience, and willingness to pay.
Main concepts:
Willingness to pay, context effect, reference price, price discrimination, perceived value, brand premium
第6日（Day6）
Digital Influence and AI in MarketingThis session examines digital influence, virtual influencers, and AI-based marketing. Students will discuss whether consumers can trust or emotionally connect with a virtual influencer. The class will also consider authenticity, relatability, cultural diversity, and the future of influencer marketing.
Main concepts:
Influencer marketing, authenticity, parasocial relationships, AI identity, digital trust, consumer engagement
●使用するケース
Case: Puma’s “Maya”: Southeast Asia’s First Virtual Influencer第7日（Day7）
Ethics of Behavioral Interventions and AIThis final session examines the ethical boundaries of behavioral influence, especially in AI-based products and services. Students will discuss the responsibilities of companies that design emotionally engaging AI systems, particularly when users may be vulnerable. The session will connect previous course concepts — influence, motivation, trust, fairness, and consumer behavior — to ethical decision-making.
Main concepts:
AI ethics, manipulation, vulnerability, responsibility, emotional attachment, ethical behavioral intervention
●使用するケース
Case: Dealing with AI: Loneliness, Manipulations and Suicides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 key problems, explaining reasoning, responding to classmates, applying behavioral concepts, 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 consumer behavior, employee behavior, leadership, 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 case and course concepts.Class contribution will be evaluated based on the quality of participation, not simply the quantity of comments. Strong contributions include identifying key problems, explaining reasoning, responding to classmates, applying behavioral concepts, 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 consumer behavior, employee behavior, leadership, 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
- 「 」 （）
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 research has been published extensively in international ABDC A-ranked journals including Journal of Knowledge Management and Personnel Review. Her research interests span leadership, organizational AI adoption, knowledge management, human resource management, and congruence effect.
Refereed Articles
- (2026) Collective Perceptions Matter: How Team Alignment on Perceived AI Usefulness and Ease of Use Impacts Self-Efficacy and Task Proficiency. Group & Organization Management forthcoming
- (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
- (2026) “I’ve Crossed the Line for My Underling…”: Congruence Effect of Leader-Subordinate Trust on Unethical Pro-Subordinate Behavior. Journal of Business Ethics in press
- (2026) Understanding how organizational AI adoption influences voice behavior: examining the roles of job engagement and LMX. Leadership & Organization Development Journal in press
Refereed Proceedings
- (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.