Course of Marketing Psychology and Consumer Behavior

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183925

12 €

Course of Marketing Psychology and Consumer Behavior

Why do we choose one brand over another? The answer is not logical, it is purely emotional. This course immerses you in the human mind to understand the hidden levers that trigger the purchase 'yes'. You will stop selling products and start selling experiences and solutions that connect on a deep level with the real needs of your ideal customer.

We will thoroughly analyze the Consumer Behavior. You will learn to identify the cognitive biases that guide irrational decisions and how to use them to your advantage. You will discover the impact of colors, power words and social proof. We will teach you how to profile your audience psychologically, going far beyond basic demographic data to understand their intrinsic motivations and barriers.

The program focuses on the practical application of Sales Psychology. You will master Cialdini's persuasion principles, such as scarcity and reciprocity, to close deals more easily. You will learn to handle objections not as barriers, but as opportunities to build trust. We will look at how to structure pricing and offers so they appear irresistible to the reptilian brain.

Upon completion, you will have a unique competitive advantage. You will know how to design marketing campaigns that not only inform, but that excite and mobilize. You will turn knowledge about human behavior into a profitable, ethical and powerful tool to boost any business and foster long-term customer loyalty.

Course Details

Hours of video 4
Hours of study 32
Videos 53
Test 53
Level to Expert
Language English and MultiLanguage
Certificate of studies
Lifetime access
7 Days of warranty
Secure payment with SSL
We accept all forms of payment

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What will you learn in this course?

🧠 To identify cognitive biases (such as anchoring or loss aversion) that influence the purchase decision.
🧲 To apply Cialdini's 6 principles of persuasion to increase the effectiveness of your sales strategies.
🎨 The psychology of color and how to use visual stimuli to evoke the right emotions in your audience.
👤 To create in-depth customer psychological profiles (Buyer Persona) to personalize your messages and offers.
⚡ Neuromarketing and neuro-sales techniques to connect with the consumer's reptilian and emotional brain.
🤝 To handle objections and close sales using empathy and ethical persuasive communication.

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The course syllabus includes:

👨🏻‍🏫 19 Themes 📚 54 Lessons included 🕒 32 Study hours

TOPIC 1: FUNDAMENTALS OF CONSUMER PSYCHOLOGY AND ETHICS

3 Lessons.00:10:46

1.1 The intersection between psychology and marketing

03:40

1.2 Hierarchy of human needs applied to the marketplace

03:46

1.3 The role of emotions in decision making

03:20

TOPIC 2: THEORETICAL BEHAVIORAL MODELS

3 Lessons.00:13:02

2.1 Historical evolution of behavioral models

04:33

2.2 Information processing and cognitive structures

04:14

2.3 Consumer satisfaction as a psychological construct

04:15

TOPIC 3: THE PURCHASE DECISION PROCESS

3 Lessons.00:13:03

3.1 Recognizing the need and seeking information

04:33

3.2 Evaluation of alternatives and decision

04:25

3.3 Post-purchase behavior and evaluation

04:05

TOPIC 4: COGNITIVE BIASES: VALUE AND PERCEPTION

3 Lessons.00:12:11

4.1 Endowment effect and loss aversion.

04:25

4.2 The power of [Free] and the zero-price effect

03:47

4.3 Anchoring and price adjustments

03:59

TOPIC 5: COGNITIVE BIASES: INFLUENCE AND CONTEXT

3 Lessons.00:12:51

5.1 Principle of reciprocity

04:25

5.2 Scarcity and sense of urgency

04:12

5.3 Social proof and conformity

04:14

TOPIC 6: COGNITIVE BIASES: STIMULI AND CHOICES

3 Lessons.00:13:01

6.1 Decoy effect and decision architecture

04:35

6.2 Decision fatigue and paradox of choice.

04:15

6.3 Priming and Cognitive Fluency

04:11

TOPIC 7: PRICING AND PACKAGING STRATEGIES

3 Lessons.00:12:21

7.1 Pricing psychology and value perception

04:33

7.2 Bundling strategies and add-ons.

03:50

7.3 The novelty and innovation effect

03:58

TOPIC 8: DEEP EMOTIONAL NEEDS

3 Lessons.00:10:50

8.1 Marketing security and confidence

03:42

8.2 Belonging, community and social connection

03:26

8.3 Esteem, status and self-fulfillment

03:42

TOPIC 9: COLOR PSYCHOLOGY

3 Lessons.00:10:54

9.1 Emotional and cultural associations of color

03:56

9.2 Application of color in branding and physical spaces

03:41

9.3 Consumer typology according to color preferences

03:17

TOPIC 10: STORYTELLING AND EMOTIONAL CONNECTION (STORYTELLING)

3 Lessons.00:11:49

10.1 The power of stories in marketing

04:06

10.2 Positive Emotional Appeals: Happiness and Humor

03:53

10.3 Deep appeals: Empathy, Nostalgia and Inspiration.

03:50

TOPIC 11: NEUROMARKETING AND SENSES

3 Lessons.00:12:28

11.1 Fundamentals and techniques of Neuromarketing

04:23

11.2 Sensory Marketing: Beyond Sight

04:04

11.3 Sensory representation systems

04:01

TOPIC 12: MASS PSYCHOLOGY AND THE DIGITAL ENVIRONMENT

3 Lessons.00:11:59

12.1 Collective behavior and mass psychology.

04:11

12.2 Profile of the new digital consumer

03:48

12.3 Trust and friction in e-commerce

04:00

TOPIC 13: MARKET RESEARCH: AUDIENCE DEFINITION

2 Lessons.00:09:31

13.1 Segmentation and definition of the target market

04:40

13.2 Market Size Calculation (TAM, SAM, SOM)

04:51

TOPIC 14: QUALITATIVE RESEARCH

3 Lessons.00:12:35

14.1 Obtaining feedback and validating ideas

04:14

14.2 Organization and management of focus groups (Focus Groups)

04:17

14.3 Sociometrics and group analysis

04:04

TOPIC 15: QUANTITATIVE RESEARCH AND METRICS

3 Lessons.00:13:23

15.1 Designing effective surveys

04:26

15.2 Essential Key Performance Indicators (KPIs).

04:39

15.3 Loyalty and satisfaction metrics

04:18

TOPIC 16: WEB ANALYTICS AND DIGITAL BEHAVIOR

3 Lessons.00:12:49

16.1 Introduction to Digital Analytics (Google Analytics 4)

04:28

16.2 Interpretation of behavioral reports

04:06

16.3 Evaluating traffic sources and quality

04:15

TOPIC 17: COMMUNICATION AND PERSUASION IN SALES

3 Lessons.00:12:26

17.1 Verbal and non-verbal communication in sales

04:29

17.2 Proxemics and Physical Contact (Haptics) in Business

04:10

17.3 Active listening and interviewing techniques

03:47

TOPIC 18: LOYALTY AND POST-PURCHASE EXPERIENCE

3 Lessons.00:12:14

18.1 Cognitive dissonance and regret management.

04:07

18.2 Building loyalty and brand advocates

03:57

18.3 The value of transparency and long-term reciprocity.

04:10

TOPIC 19: DOWNLOAD PDF DOCUMENTATION

1 Lessons.00:00:00

19.1 Descarda Documentación PDF

Marketing Psychology Course Details

Marketing Psychology Course for the Unemployed or Jobseekers

The Marketing and Sales Psychology course is a training offer priced at 6€, aimed at unemployed people.

Our proposal will enable you to understand consumer behavior and develop the strategic persuasive skills necessary to enrich your experience and strengthen your professional competencies.

Click to access the offer

Neuromarketing Course for Workers with a Discount

Improve your conversion rates with this practical Marketing Psychology course for only 6€, essential for sales teams.

You will apply neuromarketing principles to connect better with the customer, closing more sales with less effort and significantly strengthening your professional skills.

Click to access the offer

Certification in the Psychology of Marketing and Sales

Upon completion, you will receive a diploma that endorses your competencies in neuromarketing. This private document certifies that you master the psychological principles of sales and persuasion. It is a valuable endorsement for your commercial profile, guaranteeing that you possess key knowledge to influence decisions.

Although our certificate is not official, it is of great value to companies since our certifications are obtained only by validating knowledge through tests.

Job Opportunities in Marketing and Sales

Understanding the consumer's mind is the most in-demand skill today. This course enhances your profile for:

Marketing and Advertising Departments.
Sales and Business Development Teams.
Entrepreneurs and SME Owners.
Brand Consulting and Digital Strategy.
UX/UI Designers and Copywriters.

Student assessment

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Docente del departamento de Nutrición

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REAL Opinions of Students of the Course psychology marketing

Easier sales

Understanding mental biases has helped me close sales I used to miss.

Carlos Méndez

Course of psychology marketing

Highly applicable

The part about color psychology and pricing is fascinating and I applied it to my website immediately.

Lucía R.

Course of psychology marketing

Essential today

If you work in marketing and don't know this, you're lost. Great course.

Jorge T.

Course of psychology marketing

Questions frequent about psychology marketing

What is neuromarketing and what is it used for?

It is the application of neuroscience to marketing to understand how the brain responds to advertising stimuli. It is used to optimize campaigns, improve products and increase sales by appealing to the subconscious.

How do emotions influence the purchase decision?

Purchase decisions are largely emotional and are later justified with logic. The course teaches how to activate key emotions such as desire, security, or belonging to motivate action.

What are cognitive biases in sales?

They are mental shortcuts or 'thinking errors' that lead to irrational decisions. Knowing them, such as the anchoring effect or social proof, allows sellers to present their offers in a more attractive way.

How to apply psychology in digital marketing?

It is applied through persuasive copywriting, emotional UX design, the use of scarcity in offers and social proof [testimonials] on websites to increase the conversion rate.

Is prior training in psychology necessary?

No. The course explains psychological concepts from scratch, in clear language and focusing on their practical and direct application to the world of business and everyday sales.