Applied Consumer and Business Psychology

What Will You Learn?

• Psychological Drivers of Consumer Behavior: Understanding the psychological needs, emotions, attitudes, and beliefs that influence consumer purchasing decisions.
• Perception, Memory, and Heuristics: How consumers’ perceptions, memory processes, and cognitive shortcuts (heuristics) impact decision-making and product choices.
• Consumer Decision-Making Models: Insights into models such as the Engel-Kollat-Blackwell Model and Theory of Planned Behavior, explaining how consumers make choices.
• Persuasive Techniques in Advertising: The role of emotions, storytelling, and framing in creating effective advertising campaigns.
• Building Brand Loyalty: How psychological consistency and brand identity contribute to long-term customer loyalty.
• Neuromarketing: The subconscious impact of design, color, and messaging on consumer behavior, and how businesses use neuroscience in marketing strategies.
• Sales, Negotiation, and Customer Relationships: Applying psychological insights to improve sales strategies, negotiations, and build lasting customer relationships.
• Internal Consumer Psychology: Understanding how employees "buy into" organizational goals and contribute to internal business success.
• Ethical Considerations and Trust in Business: Exploring the psychological aspects of trust, ethics, and transparency in building business relationships and ethical decision-making.