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Consumer Psychology Certified | Masters
Introduction to Consumer Psychology (24 mins)
Pre-course survey
How to get the most out of this course
Your course pack
What to expect in this course (4:46)
Meet your instructor (2:17)
What is consumer psychology? (3:16)
What most companies get wrong (3:09)
Why you should care (5:46)
Application for B2B & B2C (5:16)
Time to reflect
Resource library
Exams
Influencing behaviour pre-purchase (77 mins)
It starts with the brain (10:42)
Memory deep dive: SUCCES framework (2:17)
SUCCES framework: simplicity (3:30)
SUCCES framework: unexpectedness (2:26)
SUCCES framework: concreteness (4:13)
SUCCES framework: credibility (3:52)
SUCCES framework: emotions (6:44)
SUCCES framework: stories & recap (7:12)
Types of decisions (10:41)
The power of belonging (6:04)
Our identity and brands (5:48)
Going against the group (8:15)
Going beyond functional benefits (6:57)
Time to reflect
Exams
Influencing behaviour during purchase (65 mins)
Influencing the purchase environment (2:17)
What the heck is heuristic? (2:11)
Designing the behavioural environment (6:48)
Prospect theory (3:27)
The psychology of ownership (3:20)
The endowed progress effect (4:02)
The paradox of choice (7:04)
Anchoring bias (7:14)
Framing effect (5:22)
Partitioning (5:39)
The six principles of persuasion (1:35)
Reciprocity (6:16)
Liking (3:30)
Social proof (6:39)
Authority (3:22)
Scarcity (5:39)
Commitment & consistency (3:02)
Time to reflect
Exams
Psychology of pricing (33 mins)
The psychology of pricing (3:35)
Paying environments (3:45)
Prospect theory, revisited (5:17)
Choice, revisited (5:47)
Quality signalling (5:02)
Scarcity, revisited (6:27)
Product storytelling (6:32)
Time to reflect
Exams
Influencing behaviour post purchase (30 mins)
Influencing behaviour post purchase (1:03)
Habit forming (5:25)
Rewards for stronger habits (5:30)
Goal setting (8:19)
Generating word of mouth (2:53)
STEPPS framework (8:53)
Time to reflect
Exams
Putting it into practice (20 mins)
The CHANGE model (6:55)
A note on ethics (2:56)
Congratulations (1:23)
Time to reflect
Exams
Wrap up
Course satisfaction survey
Resource library
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Application for B2B & B2C
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