Training Course on Consumer Behavior Science

Overview

• Consumer Behavior Science explores how individuals and groups select, purchase, use, and dispose of products, services, and ideas to satisfy needs and desires.
• The course integrates psychological, social, and economic theories to understand decision-making processes, motivations, and influences on consumer actions.
• Emphasis on the dual-process model of decision-making (System 1: fast, intuitive; System 2: slow, analytical) and the AEC framework (Attention, Emotion, Coherence) to predict consumer responses.
• Real-world applications include marketing strategy, product innovation, digital consumer engagement, and ethical considerations.

Learning Objectives

• Define consumer behavior and its relevance to marketing and business strategy.
• Understand key psychological theories underpinning consumer decision-making, including Prospect Theory and behavioral economics.
• Analyse the stages of the consumer decision process: need recognition, information search, evaluation, purchase, and post-purchase behaviour.
• Apply frameworks such as the dual-process model and AEC to predict and influence consumer choices.
• Evaluate the impact of social, cultural, and technological factors on consumer behaviour.
• Develop skills to design marketing strategies that effectively engage target audiences and drive behavioural change.
• Recognise ethical and societal implications of consumer behaviour and marketing practices.

Training Methodology

• Interactive lectures combining theory with contemporary research findings and case studies from global brands.
• Group discussions and role-playing exercises to simulate consumer decision scenarios.
• Hands-on workshops analysing behavioural data and designing marketing interventions.
• Use of digital tools and behavioural experiments to observe and influence consumer choices.
• Reflective assignments encouraging application of concepts to participants’ organisational contexts.
• Continuous formative assessments through quizzes, group presentations, and a final capstone project.
• Access to curated readings, video lectures, and online forums for peer learning and expert Q&A.

Organisational and Personal Impact

• Organisations will gain enhanced capability to understand and anticipate consumer needs, improving product development, pricing, and promotional strategies.
• Improved customer-centric decision-making leading to increased market share and customer loyalty.
• Personal development includes advanced analytical skills, behavioural insight application, and strategic thinking.
• Empowerment to lead innovation initiatives grounded in consumer psychology.
• Heightened awareness of ethical marketing practices and social responsibility.
• Ability to foster cross-functional collaboration by bridging marketing, sales, and product teams with behavioural science insights.

Target Audience

• Marketing professionals seeking to deepen understanding of consumer psychology.
• Product managers and brand strategists aiming to align offerings with consumer needs.
• Market researchers and data analysts interested in behavioural data interpretation.
• Business consultants advising on customer engagement and growth strategies.
• Entrepreneurs and innovation leaders focused on consumer-driven product development.
• Academics and students in marketing, psychology, and business disciplines.
• Anyone involved in customer experience, digital marketing, or social marketing campaigns.

Course Outline

Day 1: Foundations of Consumer Behavior Science

• Introduction to consumer behaviour: definitions and scope
• The dual-process model of decision-making (System 1 & System 2)
• Overview of behavioural economics and Prospect Theory
• Consumer motivation and the role of intrinsic vs extrinsic factors

Day 2: Drivers of Consumer Behavior: Attention, Emotion, and Coherence

• The AEC framework explained with examples
• How attention shapes consumer choices
• Emotional influences on purchasing decisions
• Creating coherence in marketing messages to enhance persuasion

Day 3: The Consumer Decision-Making Process

• Stages: need recognition, information search, evaluation, purchase, post-purchase
• Psychological and social influences on each stage
• Role of social media, culture, and group dynamics
• Case studies on successful and failed marketing campaigns

Day 4: Applying Consumer Behavior Insights

• Behavioural data analysis and experimental methods
• Designing marketing strategies based on consumer insights
• Digital consumer behaviour and online engagement frameworks
• Ethical considerations and societal impact of marketing

Day 5: Integration and Practical Application

• Workshop: Developing a consumer behaviour-driven marketing plan
• Group presentations and peer feedback
• Reflecting on organisational challenges and opportunities
• Course summary, key takeaways, and next steps for continued learning

Conclusion

• Consumer Behavior Science is a critical discipline that empowers organisations to connect authentically with their customers.
• By understanding the psychological and social drivers of consumer decisions, professionals can craft more effective, ethical, and innovative marketing strategies.
• This course equips participants with both theoretical knowledge and practical tools to influence behaviour positively and sustainably.
• Embrace consumer behaviour insights to drive growth, foster loyalty, and lead market innovation in an ever-evolving business landscape.
• We encourage ongoing learning and application of these principles to stay ahead in the dynamic world of consumer markets.