Marketing Psychology
How to Address the Client's Subconscious?
What you'll learn
- Understand the link between psychology and marketing
- Tell the conscious and unconscious mind apart
- Understand the association of ideas and cognitive ease
- Know the psychological effect of a product's look and presentation
- Know the psychological effect of price and correct pricing
- Communicate with the customer's unconscious mind
- Use persuasion and influence in decision making
About this course
This course teaches marketing psychology, meaning how to speak to the customer's subconscious mind and encourage them to make a buying decision. It starts with the link between psychology and marketing, then the difference between the conscious and unconscious mind and the way of thinking, the association of ideas and how they connect in the customer's mind, and cognitive ease. After that you learn why successful marketing speaks to the unconscious mind, the psychological effect of a product's look, presentation and price, and correct pricing according to psychology. Then you move to communicating with the customer's unconscious mind in two parts, and finally persuasion and influencing the customer to decide, also in two parts. The course suits marketers, project owners, salespeople and anyone who wants to understand customer behavior, and no previous experience in psychology is needed. By the end, you will be able to understand customers' buying behavior, build marketing strategies that take the psychological side into account, and improve how you present your product, its price and the way you communicate with the customer. The course relies on simple explanation and examples close to real life, so you can use what you learn in your project right away.
Expected outcomes
- Empower you to design marketing strategies based on psychological understanding.
- Analyze and improve customer experience for better purchasing decisions.
- Influence customers through improved presentation and pricing.
- Achieve marketing results that align with customers' psychological needs.
Learner reviews
- ★★★★★آسيا ح.·منذ 2 شهرشاهد 100٪
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Course content
1Marketing Psychology
13 lectures
- Psychology and its Relation to MarketingIntroduces psychology in marketing: understanding what drives buying decisions, with examples of illogical choices, such as jewelry selling after a price increase, a 50% extra versus 33% discount offer, and a Cold War decision.23:24
- The Conscious and Unconscious Mind and Thinking MethodExplains Daniel Kahneman's two thinking systems, the conscious (System 2) and unconscious (System 1) mind, how the unconscious favors quick simple answers that the lazy conscious mind accepts, with examples such as an optical illusion.16:28
- Thought Associations and Their Connection in the Client's MindExplains idea association, how what we see or write affects our behavior unconsciously, through the experiment with students and words about the elderly, and links it to store aisle design, facial expressions, tone of voice, and a place's overall look.6:36
- Cognitive Ease and Ensuring Direction is CorrectExplains cognitive ease, the unconscious comfort that raises willingness to buy, and its factors: repetition, priming, clear fonts and colors, and simple language, while ambiguity and discomfort block the decision.14:43
- Successful Marketing Appeals to the Unconscious MindShows that successful marketing speaks to the unconscious mind by creating comfort and positive feelings toward the product, even in B2B since the buyer is a person protecting their reputation, while keeping messages simple and not tiring the customer.8:38
- The Psychological Impact of Product ShapeExplains how a product's appearance psychologically affects buying: herd behavior, customers who are not experts and so judge by look, colors, and packaging, and how preferences differ among men, women, young people, and children.11:03
- The Psychological Impact of Product PresentationExplains how the way and place a product is displayed shape impressions of its value and price, why presentation must suit the target customers, the concept of positioning, and how small items placed at the checkout influence buying.12:57
- The Psychological Impact of PriceExplains pricing based on psychology rather than cost alone: the reference price, how a high price signals exclusivity, the effect of numbers such as 19 and ending prices just below a round figure, and striking through the old price.15:07
- Correct Pricing According to PsychologyContinues psychological pricing: why a higher price sometimes outsells a lower one, precise pricing with fractions, memorable numbers, easing the pain of paying such as card payment, and the pay-what-you-want model.20:08
- Communicating with the Subconscious Mind of the Client (Part One)Explains communicating with the customer's unconscious mind: the elements of communication, sender, message, medium, and receiver, how the message changes across voice, image, and text, and an ad whose target audience misread it, hurting sales.12:07
- Communicating with the Subconscious Mind of the Client (Part Two)Continues communicating with the unconscious mind: a message that is simple, clear, and memorable, stands out amid advertising noise, builds trust through useful content that answers customer questions, and is judged by customer behavior after receiving it.13:45
- Persuasion and Influencing the Client to Make a Decision (Part One)Closes the course on persuasion and influencing customer decisions: the scarcity principle by limiting quantity or time, then creating customer comfort in three ways, resembling them, complimenting them, and helping them, with understanding the segment's interests.14:47
- Persuasion and Influencing the Client to Make a Decision (Part Two)Explains persuasion techniques in marketing such as reciprocity, the herd effect, and building trust through expert referrals, and why understanding psychology leads to better decisions.17:23
Instructor
Ahmed Ibrahim
This course is part of the diploma
