Behavioral Economics and Tuition: Signals that Shape Perceived Value [S4:E9]

In this episode, we sit down with Dr. Manoj Thomas , Cornell University's Sabanci Professor of Management and Marketing and Associate Dean of New York City Initiatives. A leading behavioral scientist, Manoj explores how unconscious mental processes shape consumer decisions, from pricing psychology to the subtle cues that influence how we perceive value. We discuss his research on behavioral economics and pricing strategy, and connect these insights to independent school strategic enrollment management. Drawing on his expertise as both a scholar and engaging educator, Manoj offers a fascinating perspective on the psychology of decision-making and what it means for independent schools navigating questions of affordability, value, and perception. EMA members can access the full report, An Independent School Education: Family Perceptions of Value and Affordability, and dig deeper into the results on the accompanying data dashboard by logging into EMA's Community: community.enrollment.org.

You can listen to Behavioral Economics and Tuition: Signals that Shape Perceived Value [S4:E9] online on Radio and Podcast. Open the player on this page to stream the available audio.

Behavioral Economics and Tuition: Signals that Shape Perceived Value [S4:E9] is an episode from The Enrollment Spectrum Podcast by The Enrollment Management Association.

This episode is 55:56 long.

This episode was published on Sep 17, 2025.

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