In this course, you will explore strategies to predict how consumers will decide what to buy. You will examine when traditional research is appropriate and when other strategies are better suited to your needs, such as reviewing behavioral data and conducting experiments. You will delve into the psychology of how and why consumers make decisions, especially when it comes to purchasing behaviors.

In this course, you will be introduced to the three most important drivers in unconscious thinking, which help determine purchase decisions. You will explore attentional filtering, emotional primacy, and coherence, using examples to understand each driver's impact on customer behavior. You will also examine three counterproductive managerial styles which can derail attempts to make the best use of insights gained from consumer behavior.

You are required to have completed the following course or have equivalent experience before taking this course:

  • Introduction to Behavioral Science

In this course, you will examine how customer behavior can be used to predict online purchases. You will explore what makes online purchasing unique, including connections with key metrics such as converting web traffic into purchases. You will also assess how the three key drivers of customer behavior impact the online purchasing environment. By the end of this course, you will have an improved understanding of the behaviors driving the metrics that your teams track to better engage customers online.

You are required to have completed the following courses or have equivalent experience before taking this course:

  • Introduction to Behavioral Science
  • Drivers of Consumer Behavior: Attention, Emotion, Coherence

In this course, you will assess whether it is always better to be the first one to introduce a new product or idea to the market. Using examples of popular consumer products, you will examine how products diffuse into a market to help you plan your strategy for introducing new products. You will apply insights about consumer behavior – tied to the three key drivers – to support your predictions of how consumers might adopt your new product.

You are required to have completed the following courses or have equivalent experience before taking this course:

  • Introduction to Behavioral Science
  • Drivers of Consumer Behavior: Attention, Emotion, Coherence

In this course, you will examine how a brand shapes consumer perceptions of products. Brands also trigger the three key drivers of consumer behavior — attention, emotion, and coherence — influencing customer judgments and decisions. You will also be introduced to a strategy for developing a brand positioning statement and explore the different types of brands to better align your practices for success across the marketplace.

You are required to have completed the following courses or have equivalent experience before taking this course:

  • Introduction to Behavioral Science
  • Drivers of Consumer Behavior: Attention, Emotion, Coherence

In this course, you will examine how behavioral science can help when developing a pricing strategy. You will explore best practices and discuss the importance of the three drivers of consumer behavior on pricing strategies, including understanding what makes a price coherent or incoherent, the effect of emotional responses to prices, and the influence of attentional biases on price evaluations.

You are required to have completed the following courses or have equivalent experience before taking this course:

  • Introduction to Behavioral Science
  • Drivers of Consumer Behavior: Attention, Emotion, Coherence

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