Marketing Psychology: Consumer Behavior | Consumer Psychology | Psychological Marketing | Neuromarketing Persuasion
β±οΈ Length: 4.3 total hours
β 4.34/5 rating
π₯ 47,527 students
π September 2025 update
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- Course Overview
- Unlock the secrets behind consumer decision-making and discover how to leverage psychological principles for impactful marketing campaigns. This comprehensive course, led by Dekker, delves into the fascinating intersection of the human mind and marketplace dynamics. You’ll move beyond traditional marketing tactics to understand the subconscious drivers that influence purchasing choices. Explore the evolution of marketing from overt persuasion to subtle, neuroscience-informed strategies. Gain an in-depth understanding of how emotions, biases, and cognitive shortcuts shape consumer journeys. This course is designed for anyone seeking to elevate their marketing effectiveness by understanding the ‘why’ behind consumer actions.
- What This Course Explores Beyond the Fundamentals
- Unpacking Cognitive Biases in Marketing: Delve into common cognitive traps consumers fall into, such as anchoring bias, confirmation bias, and scarcity, and learn to ethically design marketing messages that acknowledge and work with (or around) these biases.
- The Role of Emotion in Purchase Decisions: Explore how specific emotions like joy, fear, nostalgia, and exclusivity are strategically evoked in marketing to forge deeper connections and drive action.
- Sensory Marketing and Its Impact: Understand how sight, sound, smell, taste, and touch are employed in branding and point-of-sale environments to create memorable and persuasive customer experiences.
- Storytelling as a Persuasion Tool: Learn the art of crafting narratives that resonate with consumer psychology, tapping into archetypes and emotional arcs to build brand loyalty.
- The Psychology of Pricing and Value Perception: Investigate how framing, comparison points, and psychological pricing strategies influence a consumer’s perceived value of a product or service.
- Ethical Considerations in Marketing Psychology: Discuss the crucial line between persuasive marketing and manipulative practices, emphasizing the importance of transparency and consumer well-being.
- Applying Neuromarketing Insights to Digital Platforms: Discover how principles derived from brain imaging and behavioral economics are adapted for online advertising, website design, and social media engagement.
- Building Trust and Credibility Through Psychological Alignment: Understand the psychological underpinnings of trust and how marketers can foster it through consistent messaging, social proof, and authentic brand representation.
- Understanding and Influencing Brand Loyalty: Explore the psychological mechanisms that drive repeat purchases and long-term customer commitment, moving beyond transactional relationships.
- The Power of Gamification in Marketing: Learn how game mechanics and principles can be integrated into marketing strategies to increase engagement, encourage participation, and drive desired behaviors.
- Requirements / Prerequisites
- A keen interest in understanding human behavior.
- Basic familiarity with marketing concepts is beneficial but not strictly required.
- An open mind to explore psychological theories and their practical applications.
- Access to a device capable of streaming video content.
- Skills Covered / Tools Used
- Consumer Insight Generation: Developing the ability to infer consumer motivations and predict behavior based on psychological principles.
- Persuasive Communication: Crafting marketing messages that are psychologically resonant and effective.
- Ethical Persuasion Frameworks: Applying ethical guidelines to marketing strategies.
- Brand Messaging Refinement: Optimizing brand narratives and communication for maximum psychological impact.
- Digital Marketing Strategy Enhancement: Integrating psychological principles into online advertising and user experience design.
- Data Interpretation for Behavioral Analysis: Understanding how to analyze consumer data through a psychological lens.
- Critical Thinking in Marketing: Evaluating marketing campaigns for their underlying psychological effectiveness.
- Benefits / Outcomes
- Elevated Marketing ROI: Drive more effective campaigns by understanding what truly motivates consumers.
- Enhanced Product Development: Design products and services that better align with consumer needs and desires.
- Stronger Brand Relationships: Build deeper connections and foster lasting loyalty with your target audience.
- Improved Advertising Effectiveness: Create advertisements that capture attention and drive conversions.
- Strategic Decision-Making: Make more informed and impactful marketing decisions based on psychological insights.
- Competitive Advantage: Differentiate yourself and your brand by employing cutting-edge marketing psychology techniques.
- Career Advancement: Gain highly sought-after skills in the evolving field of marketing.
- PROS
- Highly practical and actionable insights for immediate application.
- Taught by a reputable instructor with a significant student following.
- Comprehensive coverage of a popular and critical marketing domain.
- Constantly updated content ensures relevance in a dynamic field.
- CONS
- The extensive student base might lead to a less personalized learning experience for some.
Learning Tracks: English,Marketing,Marketing Fundamentals
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