Role of Behavioral Economics in Understanding and Working with Clients
by Elizabeth D. Hathaway, Ph.D., M.P.H., M.Ed. and Michael V. Fedewa, Ph.D.
Traditional economic theories do not explain why people often make decisions that are not in their best interests. Behavioral economics can provide a novel lens to view an individual’s complex choices by combining traditional economic principles and psychology theory. Potential behavioral economic principles applicable for the personal trainer include affect heuristic, short-term preference, loss aversion, commitment contract, decision fatigue, self-herding, choice overload, evaluation issues, social forces, crowding out, and perception of norms. Understanding and having strategies to combat these biases will set you apart as a personal trainer and health fitness professional.
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•Understand that individuals do not always act rationally and have strategies ready to combat this.
•Rethink the format of your client’s training session to lead to increased levels of pleasure.
Key words: Behavioral Economics, Behavioral Strategies
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PLEASE NOTE, THIS COURSE EXPIRES ON OCTOBER 31, 2018.
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