Advanced Consumer Behavior
By: Michael R. Solomon
Skill Level: Intermediate
Duration: 1h 34m
Released: May 3, 2018
Description:
A diverse and fascinating array of factors influence even the simplest buying decisions. Understanding the driving forces behind why your customers buy from you—or opt for a competitor’s product—can empower you to reach key consumers. In this course, join thought leader Michael Solomon as he takes a deep dive into the internal and external forces that influence consumer behavior.
First, learn the importance of consumer behavior in helping us understand when, why, and how purchasing decisions are made. Michael shares how factors such as color, shape, and sound influence our perception of brands and products. He discusses gender identity and products geared towards different genders, as well as how consumer lifestyles, values, and attitudes affect product preferences. Michael also goes into external influences on consumer behavior, covering how groups make decisions and how ideas spread. Finally, Michael explores the role emotion plays in purchase decisions, and how you can structure messages to maximize persuasion.
Topics include:
- Sensory marketing as a strategic tool
- How gender identity can affect product choice
- Personality and brand image
- Decision-making in groups
- Retailing as theater
- How ideas spread through the market
- Persuasive communications
- Influencing consumer behavior
Contents:
- Introduction
- 1. The Consumer in the Marketplace
- 2. Internal Influences on Consumer Behavior
- 3. External Influences on Consumer Behavior
- 4. Influencing on Consumer Behavior
- Conclusion
Author:
Michael R. Solomon is a speaker, author, and thought leader in marketing and advertising.
A vibrant and popular speaker, Michael delivers presentations that reveal cutting-edge trends in advertising and marketing, branding, consumer behavior, and social media. He creates a visual excursion into the minds of consumers and what influences them to buy. Michael has spoken to Fortune 500 companies, top advertising agencies, and branches of government on five continents.
Michael’s client roster includes leading industries such as financial services and insurance, consumer goods and food, apparel design and fashion, as well as aviation and technology. He has spoken to business groups around the world, delivering keynotes in South Korea, Brazil, Peru, Japan, Germany, Mexico, the United Kingdom, and Poland. Passionate about the extraordinary world of the ordinary consumer, Michael has advised numerous companies on lifestyle marketing issues and consumer research to fine-tune product and service offerings for brand launches and stronger sales results.
As a professor of marketing at Saint Joseph’s University in Philadelphia and an industry consultant, Michael combines cutting-edge academic theory with actionable real-world strategies. He helps managers get inside the heads of their customers so they can anticipate and satisfy their deepest and most pressing needs—and improve the bottom line.
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