Free Online Market Research Course on Consumer Psychology in Marketing (Masterclass)

This chapter delves into the distinction between system one and system two thinking, explaining how each operates and the implications of relying on one over the other. The discussion includes insights on how these thinking processes influence decision-making.

Focusing on accidents on railway tracks, this chapter explores the behavioral patterns of individuals crossing tracks between stations. It highlights the role of urgency and lack of safety measures in contributing to these incidents, shedding light on the need for effective warnings and preventive measures.

This chapter introduces the concept of behavioral economics, which challenges traditional economic theories by acknowledging the impact of biases and emotions on human decisions. It illustrates how brands like Airbnb leverage human behavior insights to create customer loyalty based on emotional triggers.

Exploring the six triggers of influence, this chapter emphasizes their role in shaping consumer behavior and guiding strategic brand decisions. Examples like social proof and mental accounting illustrate how these triggers impact decision-making processes and perceptions related to collective actions and financial choices.

Through case studies of companies like Final Mile and Starbucks, this chapter demonstrates how guiding individuals towards specific options can be effective in addressing social and environmental issues. The importance of addressing problems efficiently while incorporating consumer behavior insights is highlighted.

Analyzing campaign performance and strategies to influence consumer behavior, this chapter discusses tactics such as self-control, limiting options, and simplifying decision-making processes for marketing success. It also touches on pricing strategies, client relationships, and audience engagement.

This chapter showcases the significance of utilizing market research tools like social media ethnography and surveys to understand audience needs and inform marketing decisions. It underlines the importance of effective market research in shaping successful marketing endeavors.

In the final chapter, the key takeaways from the discussions on human behavior, consumer insights, and strategic marketing approaches are summarized. The chapter emphasizes the value of incorporating behavioral economics, social proof, and influence triggers in designing effective marketing campaigns and addressing social and environmental challenges. The significance of market research tools in enhancing decision-making processes is also highlighted for achieving impactful marketing outcomes.