Marketing Psychology and Consumer Behavior

Course Curriculum

Chapter 1: Marketing Psychology and Cognitive Biases

Lecture 1: Reciprocity – How to increase sales by evoking the instinct of reciprocity

Lecture 2: Priming – How to influence unconscious buying decisions

Lecture 3: Scarcity – How to boost sales by making your products scarce

Lecture 4: Loss Aversion – How to make customers unwilling to let go of your products

Lecture 5: Social Proof – How to boost the sales of your products by utilizing opinions

Lecture 6: Decision Fatigue – Why and how to offer the right amount of product options

Lecture 7: Confirmation Bias – Why first impressions count and how to influence them

Lecture 8: Cognitive Fluency – How to create a sense of familiarity to entice customers

Lecture 9: Free – Why and how to use this powerful term

Lecture 10: New – Why and how to use this potent term

Chapter 2: Marketing Psychology and Pricing

Lecture 1: How does price affect purchase decisions and the consumer's experience

Lecture 2: Decoy Effect – How to sell products at higher prices

Lecture 3: Anchoring – How to make your product prices look like a bargain

Lecture 4: Bundling – How to increase value and sales with strategic product combinations

Chapter 3: Emotional Needs in Marketing

Lecture 1: Emotional Needs – How to address deep-rooted customer desires

Lecture 2: Safety – How to foster trust and security in our customers

Lecture 3: Belonging – How to address the need for belonging in our marketing strategy

Lecture 4: Esteem Needs – How to boost brand perception by addressing esteem needs

Lecture 5: Self-Actualization – How to address individual aspirations in marketing

Chapter 4: Color Psychology in Marketing

Lecture 1: Color Psychology – How to use colors to influence customer perceptions

Lecture 2: Colors in Branding and Packaging – How to strategically select colors

Lecture 3: Colors in Advertising – How to strategically use colors

Chapter 5: Advertising Psychology and Storytelling

Lecture 1: Storytelling – Why compelling stories go beyond traditional advertising

Lecture 2: Storytelling Strategy – How to create captivating stories to increase engagement

Chapter 6: Advertising Psychology and Emotional Appeals

Lecture 1: Emotional Appeals – How to evoke happiness and humor in ads

Lecture 2: How to evoke surprise and inspiration in ads

Lecture 3: How to evoke empathy and nostalgia in ads

Lecture 4: Strategy – How to pick the right emotional appeal

Chapter 7: Consumer Behavior and Loyalty

Lecture 1: Post-Purchase Behavior – How to enhance customer satisfaction after the sale

Lecture 2: Customer Loyalty – How to build and maintain strong relationships

Lecture 3: Customer loyalty metrics – How to measure customer loyalty

Chapter 8: Conclusion

Lecture 1: Marketing Psychology Toolkit – Summaries and Strategies

Lecture 2: Conclusion