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Emotion Beginner ✨ Featured

Emotional Decision Making

Buying is rarely rational. Learn to read the emotional layer that scores every checkout — and design for it.

4.8 (820 reviews) 5,600 enrolled 8h of content

About this course

A deep focus on the emotional engine of choice. Translate loss aversion, certainty, regret, and present bias into page-level and copy-level changes with real before/after teardowns.

What you'll learn

  • Identify emotional biases shaping your customer's decisions
  • Rewrite pricing and checkout copy for loss framing and certainty
  • Interpret session replays through a behavioral lens

Who this is for

  • Copywriters and conversion designers
  • Founders writing their own landing pages
  • UX researchers building qualitative evidence muscle

Prerequisites

  • Comfort reading a basic product analytics dashboard.

Curriculum

4 modules · 13 lessons · 3 hours total

01

Why Emotion Decides

3 lessons · 39 min

The neuroscience of value and risk.

  • Emotion as Shortcut, Not Noise Preview 12m
  • The Somatic Marker Hypothesis 14m
  • How Feelings Become Preferences 13m
02

The Emotional Biases

4 lessons · 48 min

Loss aversion, certainty, and regret at work.

  • Loss Aversion in Pricing Preview 13m
  • Certainty and Risk Framing 12m
  • Anticipated Regret 11m
  • Ownership and the Endowment Effect 12m
03

Reading Emotion in the Wild

3 lessons · 37 min

Translating qualitative signals into design decisions.

  • Signals in Session Replays 14m
  • Emotion in Onboarding Copy 11m
  • Tone Mapping Across the Journey 12m
04

Writing and Designing for Feeling

3 lessons · 37 min

Applied changes you can ship this sprint.

  • Rewriting a Pricing Page for Loss Framing 14m
  • Micro-Copy That Lowers Anxiety 10m
  • Designing Confidence Into Checkout 13m

Your instructor

JO

Julian Ortiz

Behavioral Storyteller

🎓 MA Narrative Theory, Stanford

Julian works with founders and marketing teams on the emotional architecture of their messaging — turning benefit lists into loss-framed, memory-sticky stories.