Advanced Consumer Behavior
1h 34mAdvanced2018-05-03
Authors
Michael R. Solomon
Speaker, author, and thought leader in marketing and advertising
Course details
A diverse and fascinating array of factors influence even the simplest buying decisions. Understanding the driving forces behind why your customers buy from you—or opt for a competitor's product—can empower you to reach key consumers. In this course, join thought leader Michael Solomon as he takes a deep dive into the internal and external forces that influence consumer behavior.
First, learn the importance of consumer behavior in helping us understand when, why, and how purchasing decisions are made. Michael shares how factors such as color, shape, and sound influence our perception of brands and products. He discusses gender identity and products geared towards different genders, as well as how consumer lifestyles, values, and attitudes affect product preferences. Michael also goes into external influences on consumer behavior, covering how groups make decisions and how ideas spread. Finally, Michael explores the role emotion plays in purchase decisions, and how you can structure messages to maximize persuasion.
Learning objectives
Sensory marketing as a strategic tool
How gender identity can affect product choice
Personality and brand image
Decision-making in groups
Retailing as theater
How ideas spread through the market
Persuasive communications
Influencing consumer behavior
First, learn the importance of consumer behavior in helping us understand when, why, and how purchasing decisions are made. Michael shares how factors such as color, shape, and sound influence our perception of brands and products. He discusses gender identity and products geared towards different genders, as well as how consumer lifestyles, values, and attitudes affect product preferences. Michael also goes into external influences on consumer behavior, covering how groups make decisions and how ideas spread. Finally, Michael explores the role emotion plays in purchase decisions, and how you can structure messages to maximize persuasion.
Learning objectives
Sensory marketing as a strategic tool
How gender identity can affect product choice
Personality and brand image
Decision-making in groups
Retailing as theater
How ideas spread through the market
Persuasive communications
Influencing consumer behavior
Skills covered
Web Marketing AnalyticsAdvancedMarketingData Science
Concepts
0. Introduction
- 01 - Welcome
1. The Consumer in the Marketplace
- 02 - Why study consumer behavior
- 03 - How to study consumer behavior
- 04 - Consumer well-being
2. Internal Influences on Consumer Behavior
- 05 - Colors, shapes, and sounds - How our brain makes sense of it all
- 06 - Marketing applications of learning processes
- 07 - Motivation - Why do people want stuff
- 08 - The self - Are people what they buy
- 09 - Gender identity and sex-typed products
- 10 - Personality and brand image
- 11 - Lifestyle and values
- 12 - Attitudes
- 13 - Decision making
3. External Influences on Consumer Behavior
- 14 - B2B and families - Decision making in groups
- 15 - The purchase situation - Retailing as theater
- 16 - Word-of-mouth and opinion leadership
- 17 - Subcultures
- 18 - Culture
- 19 - The fashion system - How ideas spread through the market
4. Influencing Consumer Behavior
- 20 - The role emotion plays in purchase decisions
- 21 - Persuasive communications
- 22 - From inertia to cult brand - How product involvement influences marketing strategies
Conclusion
- 23 - Next steps