Overview

AI, Data Science & Cloud Certificates from Google, IBM & Meta — 40% Off

One plan covers every Professional Certificate on Coursera. 40% off your first 3 months — limited time.

Learn how consumers think, learn, and make purchasing decisions using consumer psychology, persuasion techniques, and behavioral analysis. This course provides practical skills in consumer learning, attitude formation, communication strategies, and social and cultural behavior analysis for modern marketing environments. The course begins with the foundations of consumer learning, helping learners understand how individuals acquire knowledge, form associations, and build brand relationships through behavioral and cognitive learning processes. Learners will explore how experiences and perceptions shape consumer behavior over time. As the course progresses, learners examine attitude formation, attitude change, and decision psychology. The course explains how psychological models influence consumer choices and how marketers apply persuasion strategies to shape customer preferences and responses. Advanced modules focus on communication and persuasion strategies, including message design, source credibility, and marketing communication processes that influence buying behavior. Learners will also explore how family dynamics, socialization, social class, and cultural influences impact consumer decisions across different market contexts. What makes this course unique is its integrated approach that combines consumer psychology, behavioral science, communication strategy, and cultural analysis into one practical learning experience. By the end of the course, learners will be able to confidently analyze consumer behavior, apply persuasive marketing strategies, interpret social and cultural influences, and make informed marketing and branding decisions in real-world business environments.

Syllabus

Foundations of Consumer Learning

This module introduces the core principles of consumer learning, exploring how individuals acquire knowledge, form associations, and develop brand relationships through behavioral and cognitive processes.

Attitudes & Decision Psychology

This module examines how consumer attitudes are formed, structured, and changed, along with key psychological models that influence decision-making and persuasion.

Communication & Persuasion Strategies

This module focuses on marketing communication processes, including message design, source credibility, and persuasive techniques that drive consumer response.

Family & Social Influences

This module explores how family dynamics, socialization processes, and social roles influence consumer behavior and decision-making patterns.

Social Class & Cultural Impact

This module examines the influence of social class and cultural factors on consumer behavior, highlighting segmentation strategies and cross-cultural marketing implications.