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LinkedIn Learning

Advanced Consumer Behavior

via LinkedIn Learning

Overview

Prepare for a new career with $100 off Coursera Plus
Gear up for jobs in high-demand fields: data analytics, digital marketing, and more.
Join thought leader Michael Solomon as he takes a deep dive into the internal and external forces that influence consumer behavior.

Syllabus

Introduction
  • Welcome
1. The Consumer in the Marketplace
  • Why study consumer behavior
  • How to study consumer behavior
  • Consumer well-being
2. Internal Influences on Consumer Behavior
  • Colors, shapes, and sounds: How our brain makes sense of it all
  • Marketing applications of learning processes
  • Motivation: Why do people want stuff?
  • The self: Are people what they buy?
  • Gender identity and sex-typed products
  • Personality and brand image
  • Lifestyle and values
  • Attitudes
  • Decision making
3. External Influences on Consumer Behavior
  • B2B and families: Decision making in groups
  • The purchase situation: Retailing as theater
  • Word-of-mouth and opinion leadership
  • Subcultures
  • Culture
  • The fashion system: How ideas spread through the market
4. Influencing Consumer Behavior
  • The role emotion plays in purchase decisions
  • Persuasive communications
  • From inertia to cult brand: How product involvement influences marketing strategies
Conclusion
  • Next steps

Taught by

Michael R. Solomon

Reviews

4.6 rating at LinkedIn Learning based on 111 ratings

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