Consumer Behavior: Using Neuroscience to Improve Your Marketing
Consumer Behavior: Using Neuroscience to Improve Your Marketing
What you’ll learn
Skills you’ll gain
An appealing marketing strategy is what makes customers buy and remain loyal to your product or service. This concept of understanding customer habits is called consumer behavior, a powerful neuroscience approach to gaining insights. In this course, consumer behavior experts Matt Johnson and Prince Ghuman will share their tips for leveraging consumer behavior principles to improve your marketing approach. First, they discuss strategies to draw attention and shape perceptions of your product or service. Then, Matt and Prince share their tips for making your brand or product memorable. They also discuss how consumers typically make decisions and the impacts this can have on your approach to marketing. Finally, they explore the concepts of pain and pleasure as they relate to your marketing approach. Upon completion of this course, you'll be able to incorporate principles of consumer behavior into your marketing strategy.
Syllabus
Download syllabus-
1
The power of neuroscience When you have an understanding of what neuroscience is and how it works, you can better tap into it when it comes to creating an experience for your customers. 3m
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1
Perception and mental models As a human, you don't experience the world objectively. 3m
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2
Visual processing Although you have 5 senses, you're likely not using each of them equally, and your most dominant sense is vision. 3m
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3
Statistical learning Humans don't merely take in the outside world; you naturally and unconsciously learn from this input. 3m
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4
Attention and contrast What determines what you pay attention to? 3m
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Designing for memory Not all experience is equally likely to be remembered; certain features of an experience are more memorable than others. 3m
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2
Utilizing emotions Emotion indicates to the brain that the experience is worth remembering. 3m
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3
Boosting memory with audio If you've ever had a catchy tune stuck in your head for days, you've experienced the power of earworms. 3m
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1
Quick, intuitive decision-making There are two distinct systems used in decision making, and each use their own tactics to better approach consumer behavior. 2m
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2
Slow, deliberative decision-making There are two distinct systems used in decision making, and each use their own tactics to better approach consumer behavior. 3m
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Pleasure and pain as motivators Two fundamental drivers of consumer behavior are to seek pleasure and to avoid pain. 4m
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2
Pleasure is fleeting The ways in which you experience pleasure is anything but straightforward. 3m
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3
Randomness boosts pleasure The deep, hidden, love for randomness is a fundamental driver of consumer behavior. 3m
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4
The science of pain Everyone wants to experience pleasure, but how does pleasure actually work? 3m
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1
Unlocking marketing Thanks for watching this course! 1m
Certificate
Certificate of Completion
Awarded upon successful completion of the course.
Instructor
Madecraft
Madecraft is a full-service learning content company based in Santa Barbara, California. The company's award-winning production pipeline is creating the next generation of learning content that teaches and delivers real-world skills. Madecraft assembles industry-best talent and trusted partners with a vision: give clients top-tier learning content in the voice of their brand.
The Madecraft team is committed to raising the stakes and elevating the craft with efficient and scalable content aligned to client specifications and built to engage and empower people. If you or your company are looking for a team to build online courses, visit Madecraft at onlymadecraft.com.
Madecraft
Full-Service Learning Content Company
Accreditations
Link to awards
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