Course in Psychology of Marketing and Consumer Behavior

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Course in Psychology of Marketing and Consumer Behavior

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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 buying 'yes'. You will stop selling products and begin selling experiences and solutions that connect deeply with the needs of your ideal customer.

We analyze Consumer Behavior in depth. You will learn to identify cognitive biases that drive irrational choices and leverage them to your advantage. Discover the impact of colors, power words, and social proof. We will teach you to profile your audience psychologically, beyond demographics to grasp intrinsic motivations and barriers.

The program focuses on practical application of Sales Psychology. You will master Cialdini persuasion techniques like scarcity and reciprocity to close deals more easily. Learn to manage objections not as barriers but as opportunities to build trust. We will examine 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 also move and excite. You will convert knowledge of human behavior into a profitable, ethical, and powerful tool to boost any business and foster long term customer loyalty.

Course Details

💻 Video hours 4
🕒 Study hours 32
🎬 Videos 53
📝 Test 53
📈 Level to Expert
Language English and MultiLanguage
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What will you learn in this course?

🧠 Learn to identify cognitive biases (such as anchoring or loss aversion) that influence the purchase decision.
🧲 Learn 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.
👤 Learn to create in-depth customer psychological profiles (Buyer Persona) to personalize your messages and offers.
⚡ Neuromarketing and neuro-selling techniques to connect with the consumer's reptilian and emotional brain.
🤝 Learn to handle objections and close sales using empathy and ethical persuasive communication.

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The course syllabus includes:

👨🏻‍🏫 19 Topics

▽ TOPIC 1: FUNDAMENTALS OF CONSUMER PSYCHOLOGY AND ETHICS

3 Lessons00:10:46

Apply commercial psychology ethically to identify the five levels of the hierarchy of needs, understand motivations, form emotional connections, and design experiences that build trust and increase perceived value.

▶ 1.1 The intersection between psychology and marketing

Discover how to apply commercial psychology ethically to understand motivations, connect emotionally with customers, and make transparent decisions that build trust.

03:40

▶ 1.2 Hierarchy of human needs applied to the marketplace

You will identify the five levels of the needs pyramid, how products meet functional and emotional needs, and why consumer priorities change with life context.

03:46

▶ 1.3 The role of emotions in decision making

You will see how emotions outweigh logic in shopping, why consumers seek reasons to justify impulses, and how experience and presentation shape perceived value

03:20

▽ TOPIC 2: THEORETICAL BEHAVIORAL MODELS

3 Lessons00:13:02

You will identify how motivations, attitudes, and symbolic and social cues, filtered by culture and memory, shape purchase decisions, loyalty, and satisfaction when expectations are compared with actual experience.

▶ 2.1 Historical evolution of behavioral models

Learn how economic and advertising psychology explains the buying process and how predispositions, attitudes, and motivations shape consumer response.

04:33

▶ 2.2 Information processing and cognitive structures

You will discover how symbolic, social and product stimuli are filtered by culture, personality and memory to shape purchase decisions and brand loyalty.

04:14

▶ 2.3 Consumer satisfaction as a psychological construct

How to evaluate postpurchase satisfaction: compare expectations with actual experience, recognize affective dimensions of pleasure and arousal, and measure quality as honest fulfillment of the brand promise.

04:15

▽ TOPIC 3: THE PURCHASE DECISION PROCESS

3 Lessons00:13:03

Detect gaps that drive purchase, evaluate sources and selective perception, differentiate high and low involvement purchases, prioritize attributes and optimize store and after sales to convert expectations into satisfaction and loyalty

▶ 3.1 Recognizing the need and seeking information

You will identify when a gap between the current and desired state creates a need to buy, how to search for and evaluate sources, and how selective perception influences the decision.

04:33

▶ 3.2 Evaluation of alternatives and decision

You will identify when a purchase is high or low involvement, how attributes are compared and prioritized, and which point of sale factors can change the final decision.

04:25

▶ 3.3 Post-purchase behavior and evaluation

Learn how to manage the post-sale experience to turn expectations into satisfaction and loyalty with effective support, proactive communication and review management.

04:05

▽ TOPIC 4: COGNITIVE BIASES: VALUE AND PERCEPTION

3 Lessons00:12:11

You will learn why we value what we own more, how loss aversion and the word free influence purchases, and how anchors and reference prices change the perception of savings.

▶ 4.1 Endowment effect and loss aversion.

Discover why we value what we own more, how loss aversion outweighs the pleasure of winning, and why free trials and guarantees increase the likelihood of purchase

04:25

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

Discover why the word free sparks emotion, removes perceived risk, and alters purchase decisions more than a discount

03:47

▶ 4.3 Anchoring and price adjustments

Discover how the first digit we see acts as an anchor and shapes our price judgments, and how reference prices and crossed out discounts influence perceived savings.

03:59

▽ TOPIC 5: COGNITIVE BIASES: INFLUENCE AND CONTEXT

3 Lessons00:12:51

Master reciprocity, free samples and social proof to build loyalty and boost sales, using scarcity and ethical urgency to raise perceived value and convert more online customers.

▶ 5.1 Principle of reciprocity

You will learn how reciprocity creates emotional debt and how using free samples or content can boost sales and build customer loyalty

04:25

▶ 5.2 Scarcity and sense of urgency

Why scarcity increases perceived value, how FOMO and urgency drive purchases, and how to apply scarcity ethically without creating false urgency.

04:12

▶ 5.3 Social proof and conformity

Discover how social proof guides decisions and how to use reviews, testimonials and endorsements from experts or celebrities to boost trust and online sales.

04:14

▽ TOPIC 6: COGNITIVE BIASES: STIMULI AND CHOICES

3 Lessons00:13:01

You will design offers and experiences that use the decoy effect, categorization, and visual and verbal cues to reduce decision fatigue, increase average order value and conversion.

▶ 6.1 Decoy effect and decision architecture

Understand the decoy effect and how adding a third inferior option shifts comparisons, makes a target choice more appealing, and is used to boost average order value in pricing and bundles.

04:35

▶ 6.2 Decision fatigue and paradox of choice.

Reduce option overload and decision fatigue by applying categorization, filters, recommendations and simplified UX to guide customers toward purchase.

04:15

▶ 6.3 Priming and Cognitive Fluency

Discover how subtle cues like words, colors, and fonts trigger unconscious associations and how to design messages and experiences that are easy to process to boost trust and conversions.

04:11

▽ TOPIC 7: PRICING AND PACKAGING STRATEGIES

3 Lessons00:12:21

How to use pricing, discounts, bundles and novelty cues to boost perceived value, trigger impulse buys, and raise average order value by reducing checkout friction.

▶ 7.1 Pricing psychology and value perception

Discover how price changes perceived quality and performance, why saving provides pleasure, and which numerical tactics and discounts influence buying decisions.

04:33

▶ 7.2 Bundling strategies and add-ons.

Learn how to create bundles and complementary offers that boost perceived value, reduce payment friction, and increase average order value with discounts and suggestions at checkout.

03:50

▶ 7.3 The novelty and innovation effect

Discover why we are drawn to the new, how novelty releases dopamine, and how marketing uses labels and reset moments to trigger impulse purchases.

03:58

▽ TOPIC 8: DEEP EMOTIONAL NEEDS

3 Lessons00:10:50

You will master reducing fear and uncertainty with guarantees, transparency, social proof and digital security, build communities and memberships that create belonging, and use products to signal status and purpose.

▶ 8.1 Marketing security and confidence

How to reduce customer fear and uncertainty by showing guarantees, transparency, social proof and digital security applied to health, finance, technology and cars

03:42

▶ 8.2 Belonging, community and social connection

How to create brand communities that foster belonging and loyalty: host events, use social media for inclusion and interaction, and design memberships and personalization to turn customers into active members.

03:26

▶ 8.3 Esteem, status and self-fulfillment

Discover how brands use products to communicate status, sell aspirations, and foster self-expression and purpose in the consumer.

03:42

▽ TOPIC 9: COLOR PSYCHOLOGY

3 Lessons00:10:54

Master both cultural and universal meanings of color. Choose palettes that define your brand personality, use contrast and tonal variation to guide attention, and adapt colors to audiences to influence purchase decisions and convey luxury.

▶ 9.1 Emotional and cultural associations of color

How to interpret and apply universal and cultural meanings of color, the physiological effects of warm and cool tones, and why context alters their message when designing global brands.

03:56

▶ 9.2 Application of color in branding and physical spaces

Learn how to choose palettes that define your brand's personality, use contrast and tones to guide attention, and apply color psychology to influence appetite and dwell time.

03:41

▶ 9.3 Consumer typology according to color preferences

How to use colors to attract impulsive or cautious buyers, adapt palettes by age and gender, and use black and gold to convey luxury.

03:17

▽ TOPIC 10: STORYTELLING AND EMOTIONAL CONNECTION [STORYTELLING]

3 Lessons00:11:49

Turn features into persuasive stories with conflict, contrast and resolution. Create characters that reflect your audience and use humor, nostalgia and vulnerability to build empathy, memorability and action

▶ 10.1 The power of stories in marketing

Turn features into narratives that connect: craft a persuasive story with conflict, contrast, and resolution, and create characters that mirror your audience.

04:06 🔒

▶ 10.2 Positive Emotional Appeals: Happiness and Humor

Master how to associate your brand with joy and humor using visual and audio cues, adapt humor to your audience, and use satire carefully to boost recall and likability.

03:53 🔒

▶ 10.3 Deep appeals: Empathy, Nostalgia and Inspiration.

How to create ads that connect with the audience using vulnerability, nostalgia, and stories of overcoming to build empathy, emotional recall, and drive action

03:50 🔒

▽ TOPIC 11: NEUROMARKETING AND SENSES

3 Lessons00:12:28

Master neuromarketing techniques by measuring attention, emotions, and decisions with EEG, eye tracking, and fMRI, and use music, scents, and touch to attract, retain, and convert visual, auditory, and kinesthetic consumers.

▶ 11.1 Fundamentals and techniques of Neuromarketing

Discover how neuromarketing measures brain responses to ads and products to reveal attention, emotions and unconscious decisions and to optimize creatives using EEG, eye tracking and fMRI

04:23 🔒

▶ 11.2 Sensory Marketing: Beyond Sight

Discover how music, scents and touch shape emotions and shopping rhythm, and learn to use them to attract customers, extend their stay and turn desire into a purchase.

04:04 🔒

▶ 11.3 Sensory representation systems

Identify visual, auditory, and kinesthetic consumers and learn to adapt and test advertising messages for each sensory channel using control inventories that ensure more effective campaigns and accurate measurements

04:01 🔒

▽ TOPIC 12: MASS PSYCHOLOGY AND THE DIGITAL ENVIRONMENT

3 Lessons00:11:59

You will identify collective behavior and the hyperconnected consumer to design rapid, transparent responses that protect reputation and foster trust in payments, logistics and social CRM

▶ 12.1 Collective behavior and mass psychology.

Learn why joining a crowd triggers impulsivity, emotional contagion and loss of responsibility, and how these dynamics play out in mass events and viral trends.

04:11 🔒

▶ 12.2 Profile of the new digital consumer

You will identify the hyperconnected consumer, their need for immediacy and social validation, and learn to design fast, transparent responses that protect your brand reputation on social media.

03:48 🔒

▶ 12.3 Trust and friction in e-commerce

How to build trust in your online store: secure payments and data, reliable logistics, messaging that reduces distrust, and social CRM to retain customers.

04:00 🔒

▽ TOPIC 13: MARKET RESEARCH: AUDIENCE DEFINITION

2 Lessons00:09:31

Identify demographic and psychographic data, validate assumptions, segment profitable niches and calculate TAM SAM SOM to project sales and adjust strategies based on competition, location and capacity.

▶ 13.1 Segmentation and definition of the target market

Distinguish demographic from psychographic data, validate customer assumptions, and segment to identify the profitable niche that will frequent your business.

04:40 🔒

▶ 13.2 Market Size Calculation (TAM, SAM, SOM)

How to calculate TAM, SAM and SOM to project realistic sales and adjust strategies based on competition, geography and operational capacity

04:51 🔒

▽ TOPIC 14: QUALITATIVE RESEARCH

3 Lessons00:12:35

Validate your idea by stepping out of your comfort zone: get real feedback, craft questions that measure commitment and willingness to pay, run and moderate focus groups, and use sociometric tests to find leaders and sharpen segmentation.

▶ 14.1 Obtaining feedback and validating ideas

How to leave your comfort zone to validate your idea: get real feedback from close contacts, customers and experts, and ask questions that reveal commitment and willingness to pay

04:14 🔒

▶ 14.2 Organization and management of focus groups (Focus Groups)

Plan and moderate focus groups: select similar participants, ensure attendance and incentives, assign facilitator and observer roles, record the session, and steer questions from general to specific.

04:17 🔒

▶ 14.3 Sociometrics and group analysis

How to use sociometric tests to measure group relationships, create sociograms, identify leaders, isolates and chains of influence, and apply findings to segment control groups and optimize campaigns and products.

04:04 🔒

▽ TOPIC 15: QUANTITATIVE RESEARCH AND METRICS

3 Lessons00:13:23

Design surveys with conditional logic, unbiased questions and incentives, distinguish vanity metrics from actionable ones, calculate CAC and LTV, interpret NPS, segment customers and measure retention and CSAT.

▶ 15.1 Designing effective surveys

Design effective surveys: organize them into sections with conditional logic, choose appropriate question types, and offer incentives that boost response rates without biasing the data.

04:26 🔒

▶ 15.2 Essential Key Performance Indicators (KPIs).

You will distinguish vanity metrics from actionable ones, learn to calculate and optimize CAC and LTV, and prioritize leading indicators to boost profitability.

04:39 🔒

▶ 15.3 Loyalty and satisfaction metrics

Calculate and interpret NPS, classify customers as promoters, passives, and detractors, measure repeat purchases and retention, and use CSAT surveys to identify post-sale friction.

04:18 🔒

▽ TOPIC 16: WEB ANALYTICS AND DIGITAL BEHAVIOR

3 Lessons00:12:49

Configure GA4 from sessions to events, unify the cross device journey, map key paths and pages, use demographic and traffic source data to measure interactions, infer intent, and optimize conversions and budget.

▶ 16.1 Introduction to Digital Analytics (Google Analytics 4)

How to move from sessions to events in GA4, configure properties and data streams, and unify the user journey across devices to measure interactions and predict outcomes.

04:28 🔒

▶ 16.2 Interpretation of behavioral reports

Detect user paths, identify high value pages and friction points, and use demographic and geographic data to improve conversions and user experience.

04:06 🔒

▶ 16.3 Evaluating traffic sources and quality

You will distinguish organic, direct, referral and social traffic, learn to infer intent from landing pages, and correlate sources with conversions to optimize the budget.

04:15 🔒

▽ TOPIC 17: COMMUNICATION AND PERSUASION IN SALES

3 Lessons00:12:26

Perfect your verbal and nonverbal communication by mastering sender, receiver, code and channel, improving tone, gestures and microexpressions, managing space and contact according to context, and listening actively to resolve objections.

▶ 17.1 Verbal and non-verbal communication in sales

Master sender, receiver, code and channel, and improve tone, body language and microexpressions to align verbal and nonverbal messages and persuade with credibility.

04:29 🔒

▶ 17.2 Proxemics and Physical Contact (Haptics) in Business

Manage personal space and distance in sales, read signs of discomfort, use respectful subtle greetings and touches, and adapt contact and posture according to gender and culture

04:10 🔒

▶ 17.3 Active listening and interviewing techniques

Distinguish hearing from listening with intent: practice active listening, remove distractions, apply a recognize rephrase plan, and detect the real objection behind surface complaints to offer effective solutions.

03:47 🔒

▽ TOPIC 18: LOYALTY AND POST-PURCHASE EXPERIENCE

3 Lessons00:12:14

Design follow-up emails, empathetic support, and educational content to reduce returns, reinforce purchase decisions, and turn customers into loyal advocates through trust and loyalty.

▶ 18.1 Cognitive dissonance and regret management.

How to identify and reduce postpurchase doubts using follow up emails, empathetic support, and educational content that reinforce the customer's decision and prevent returns.

04:07 🔒

▶ 18.2 Building loyalty and brand advocates

Turn satisfied customers into loyal advocates by learning to build emotional bonds, designing loyalty programs with VIP tiers, and encouraging word-of-mouth referrals.

03:57 🔒

▶ 18.3 The value of transparency and long-term reciprocity.

Build trust and loyalty by showing honesty, keeping promises, practicing reciprocity, and avoiding clickbait tactics that harm reputation.

04:10 🔒

▽ TOPIC 19: DOWNLOAD PDF DOCUMENTATION

1 Lessons00:00:00

📥 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 individuals.

Our proposal will help you understand consumer behavior and develop strategic persuasive skills necessary to enrich your experience and boost your professional competencies and improve employability.

Click to access the offer

Neuromarketing Course for Workers with a Discount

Improve your conversion rates with this fully practical Marketing Psychology course for only $6, essential for sales and commercial teams.

You will apply neuromarketing principles to connect better with customers, close more sales with less effort, and significantly strengthen your professional skills and long term performance.

Click to access the offer

Certification in the Psychology of Marketing and Sales

At the end, you will receive a credential that endorses your skills in neuromarketing. This private document certifies that you master the psychological principles of selling and persuasion. It is a valuable endorsement for your commercial profile, ensuring you possess key knowledge to influence decisions and apply proven strategies in real contexts.

Although our certificate is not official, it carries significant weight with companies because our certifications are granted 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.

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REAL Opinions from Students of the Course of Marketing Psychology

Easier Sales

Understanding mental biases has helped me close sales that used to slip away and achieve greater success at work

Carlos Méndez

Very applicable

Fascinating color psychology and pricing I applied it immediately to my website and have seen positive results

Lucía R.

'Essential today'

If you work in marketing and still don't know this you should update your skills or risk falling behind professionally

Jorge T.

Frequently asked questions about Marketing Psychology

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 decision to purchase?

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

What are cognitive biases in sales?

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

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 conversion rate.

Is prior training in psychology necessary?

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