Behavioral Economics Concentration

Learn what really drives decisions with the BBA concentration in Behavioral Economics at UNYP. This concentration combines business fundamentals with insights from psychology and economics—helping you understand how people choose, spend, trust, follow, and change. It’s a strong fit if you’re interested in marketing, product strategy, management, consumer behavior, or policy-informed business decisions.

Why Choose the Behavioral Economics Concentration?

Traditional economics assumes people make perfectly rational choices—but real life is messier. Behavioral economics helps you understand the biases, habits, and social influences behind everyday decisions. In business, that knowledge becomes a competitive advantage: you can design better customer experiences, improve messaging, build smarter incentives, and make decisions that reflect how people actually behave.

What You’ll Study

Within the Behavioral Economics concentration, you’ll focus on topics such as:

• Decision-making and cognitive bias in business
• Motivation, incentives, and behavior change
• Consumer psychology and purchasing behavior
• Social influence, trust, and group dynamics
• Choice architecture and “nudge” approaches
• Behavioral insights for marketing, product, and strategy
• Ethics and responsibility in behavior-based design

Where It Can Take You

Marketing & Consumer Insights Assistant | Customer Experience (CX) Coordinator | Product or Growth Assistant | Market Research Assistant | Brand Strategy Assistant | Behavioral Research Assistant | HR / Talent Insights Assistant | Junior Consultant | Policy or Program Analyst (entry-level)

Explore the BBA Program

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