⏰ 4 hours of content ✅ 100 + exam questions 📝 6 modules 🔖 Official certification 👨🏼💻 100% self-paced
Course overview.
Consumer psychology, or customer psychology, is the field of understanding why we buy and consume. It includes the choices we make, how we make them, what influences us, whether we purchase something or not, how social dynamics play a role, and much more.
And it doesn’t stop at just purchases. It also helps us understand how customers spend their time, attention, and other resources. Any kind of consumption is covered.
If you work in marketing, your job is to get people to buy more of something or do more of something. Without consumer psychology expertise, a piece of the puzzle will always be missing.
The Consumer Psychology Certified: Masters course delves into the fascinating and intrinsic relationship between consumer psychology and product marketing approaches. It’ll take you through important topics like what is consumer psychology, what is the importance of consumer behavior, what affects consumer behavior, and how consumer psychology is used by marketers.
By the end of this course you'll:
💪 Better understand how to group pain and gain.
💰 Understand how personal factors and individual differences affect people's buying choices.
📖 Be able to identify what your customer’s default action is.
🧠 Understand how environmental variables such as friends, family, media, culture, and competitors influence buying decisions.
🤝 Understand what motivates people to choose one product over another.
🗣️ Know how to identify what’s going to get your customers fired up and talking.
"The Consumer Psychology course led by Alex Chahin is just a great addition to an impressive list of PMA Master classes. The course covers all-things consumer behavior and shares fresh ideas for connecting deeper with customers. "
Iman Bayatra - Head of Product Marketing Strategy at Coachendo
Meet your instructor, Alex Chahin.
Alex is the VP of Marketing at Titan. He previously worked at him & hers and leading ride-sharing app, Lyft, climbing the ranks from Product Marketing Manager to Senior Product Marketing Manager to Head of Core Rider Product Marketing. He also has names like American Express and Fisher-Price under his professional belt... Quite the resume, huh?
Alex loves to share his knowledge about consumer psychology and regularly does so by speaking on podcasts, posting snackable lessons on LinkedIn, and speaking at conferences.
We’ll be leaving all course attendees in very capable hands.
Unlock an additional 24+ courses 🔓
For the cost of just four Masters courses ($500 each), you'll gain access to our entire suite of courses,
700+ hours of strategy content, templates & frameworks, mentorship opportunities, and more when you become a Pro+ Member.
We're talking $15,000 worth of PMM resources for $1,999. 👀
What's included when I enroll?
👨🏼💻 4+ hours of course content.
🔥 Evidence-backed concepts, real-world case studies, and actionable ideas that you can apply in your daily work.
✅ 168 exam questions to consolidate the course curriculum.
👌 Lifetime access to all the course’s content - including future updates.
🧠 Facility to ask text-based questions throughout, all of which are answered by a PMM leader.
🔖 Official certification if you pass all the exams.
⏳ 100% self-paced - learn at a time and pace that works for you.
What you can expect from Consumer Psychology Certified
"The course provides a bunch of templates, guides and resources to give PMMs a huge jump start to implement their own programs and consequently drive product growth."
Iman Bayatra - Head of product marketing at strategy at Coachendo
Course curriculum
- 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
- 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 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
Looking to learn as a team?
If you're looking to get a team of three or more PMMs certified, then speak to Adam at [email protected].
P.s. If you need help convincing your boss, we've done the hard part for you.
FAQs.
Q: Who’s this course for?
A: This course is for product marketers, or those in similar fields, who want to know the ins and outs of how psychology influences consumer behavior and customers' financial decision-making process.
If you’re interested to see how you can measure this within your own target audiences and discover ways to incorporate your findings into a new streamlined product marketing strategy… this course is for you.
Q: How long will it take me to complete the course?
A: It depends on how quickly you work your way through all the materials. Everything goes at your pace. The course itself comprises X hours of content on which you’ll be required to complete exams.
Q: What happens once I’ve completed the course?
A: A couple of things. Providing you’ve passed all the exams, you’ll be issued your certificate, pretty much on the spot. You’ll also be given access to all the content for life, so if you wanna brush up on anything down the line, you’ll be able to refer back to every video, template, and coursework task whenever you want.
Q: Will I be able to ask questions?
A: You sure will. Within every section, there’ll be an area to ask questions as you go, as well as see the questions and answers other students have asked and received.
