Buying Psychology: Why Customers Decide the Way They Do
Consumer Behavior & Buying Psychology: leave with a motivation-and-risk map with ethical persuasion guidelines for one purchase.
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What this session would cover
Proposed outline — the mentor finalises the agenda once this topic is scheduled.
- 1Why consumer behavior & buying psychology matters — the common problem: Messaging assumes rational buyers and ignores the fears and habits that stall purchases.
- 2Core concepts in plain language: Motivation, perception, attention, learning, memory, attitudes
- 3Going further: beliefs, purchase involvement, decision-making, social influence, reference groups, perceived risk
- 4Framework walkthrough: Segmentation–Targeting–Positioning, 4Ps / 7Ps / 4Cs, SOSTAC, SWOT, PESTLE, Porter's Five Forces
- 5Practical workflow, built live: A motivation-and-risk map with ethical persuasion guidelines for one purchase.
- 6How to measure it: New customers, Acquisition cost, Conversion rate, Contribution margin
- 7An illustrative case (a fictional example, not a client result), then live Q&A on your own situation
Who it's for
- • Marketing executives and managers
- • Business owners doing their own marketing
- • Freelance and agency marketers
You'd leave with
- A motivation-and-risk map with ethical persuasion guidelines for one purchase.
- A working understanding of Segmentation–Targeting–Positioning and 4Ps / 7Ps / 4Cs
- A short list of measures to track: New customers, Acquisition cost, Conversion rate
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