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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 (4:35)
Meet your instructor (2:03)
What is consumer pyschology? (3:01)
What most companies get wrong (2:54)
Why you should care (5:35)
Application for B2B & B2C (5:05)
Time to reflect 💡
Exams
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Influencing behaviour pre-purchase [77 mins]
It starts with the brain (10:35)
Memory deep dive: SUCCES framework (2:03)
SUCCES framework: simplicity (3:16)
SUCCES framework: unexpectedness (2:11)
SUCCES framework: concreteness (4:00)
SUCCES framework: credibility (3:37)
SUCCES framework: emotions (6:30)
SUCCES framework: stories & recap (6:57)
Types of decisions (10:28)
The power of belonging (5:54)
Our identity and brands (5:39)
Going against the group (8:10)
Going beyond functional benefits (6:54)
Time to reflect 💡
Exams
Influencing behaviour during purchase [65 mins]
Influencing the purchase environment (2:11)
What the heck is heuristic? (1:59)
Designing the behavioural environment (6:47)
Prospect theory (3:17)
The psychology of ownership (3:11)
The endowed progress effect (3:59)
The paradox of choice (7:01)
Anchoring bias (7:08)
Framing effect (5:20)
Partitioning (5:35)
The six principles of persuasion (1:24)
Reciprocity (6:08)
Liking (3:18)
Social proof (6:31)
Authority (3:10)
Scarcity (5:34)
Commitment & consistency (2:49)
Time to reflect
Exams
Psychology of pricing [33 mins]
The psychology of pricing (3:24)
Paying environments (3:40)
Prospect theory, revisited (5:09)
Choice, revisited (5:41)
Quality signalling (4:55)
Scarcity, revisited (6:22)
Product storytelling (6:25)
Time to reflect
Exams
Influencing behaviour post purchase [30 mins]
Influencing behaviour post purchase (0:51)
Habit forming (5:20)
Rewards for stronger habits (5:23)
Goal setting (8:10)
Generating word of mouth (2:43)
STEPPS framework (8:48)
Time to reflect
Exams
Putting it into practice [20 mins]
The CHANGE model (6:52)
A note on ethics (2:48)
Congratulations (1:18)
Time to reflect
Exams
Wrap up
Course satisfaction survey
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