Convince
your boss
Download
your brochure
Become an expert
in consumer psychology
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Course
overview
Unlock the mysteries of the consumer mind and level up your marketing game with the Consumer Psychology: Masters course. We’ll delve into why and how people make buying decisions to help tailor your marketing strategies for maximum impact.
By the end of the course, you’ll gain a deep understanding of how personal factors, social dynamics, and environmental variables shape purchasing decisions. You’ll also learn to identify customer actions and what truly motivates them. Take the guessing out of buying behavior and transform your product’s growth trajectory today.
Chapters
- What to expect in this course
- Meet your instructor
- What is consumer psychology?
- What most companies get wrong
- Why you should care
- Application for B2B & B2C
- Time to reflect
- Resource library
- Exams
Chapters
- It stats with the brain
- Memory deep dive: SUCCES framework
- SUCCES framework: simplicity
- SUCCES framework: unexpectedness
- SUCCES framework: concreteness
- SUCCES framework: credibility
- SUCCES framework: emotions
- SUCCES framework: stories & recap
- Types of decisions
- The power of belonging
- Our identity and brands
- Going against the group
- Going beyond functional benefits
- Time to reflect
- Exams
Chapters
- Influencing the purchase environment
- What the heck is heuristic?
- Designing the behavioural environment
- Prospect theory
- The psychology of ownership
- The endowed progress effect
- The paradox of choice
- Anchoring bias
- Framing effect
- Partitioning
- The six principles of persuasion
- Reciprocity
- Liking
- Social proof
- Authority
- Scarcity
- Commitment & consistency
- Time to reflect
- Exams
Chapters
- The psychology of pricing
- Paying environments
- Prospect theory, revisited
- Choice, revisited
- Quality signalling
- Scarcity, revisited
- Product storytelling
- Time to reflect
- Exams
Chapters
- Influencing behaviour post purchase
- Habit forming
- Rewards for stronger habits
- Goal setting
- Generating word of mouth
- STEPPS framework
- Time to reflect
- Exams
Chapters
- The CHANGE model
- A note on ethics
- Congratulations
- Time to reflect
- Exams
Chapters
- Course satisfaction survey
- Resource library
- Fancy leaving a review?
- Your feedback
- Showcase your cert
- Let's get social
- Learn. Level-up. Lead.
- Continue your professional development
- Get your certificate
Modules
Modules
Modules
Chapters
- What to expect in this course
- Meet your instructor
- What is consumer psychology?
- What most companies get wrong
- Why you should care
- Application for B2B & B2C
- Time to reflect
- Resource library
- Exams
Chapters
- It stats with the brain
- Memory deep dive: SUCCES framework
- SUCCES framework: simplicity
- SUCCES framework: unexpectedness
- SUCCES framework: concreteness
- SUCCES framework: credibility
- SUCCES framework: emotions
- SUCCES framework: stories & recap
- Types of decisions
- The power of belonging
- Our identity and brands
- Going against the group
- Going beyond functional benefits
- Time to reflect
- Exams
Chapters
- Influencing the purchase environment
- What the heck is heuristic?
- Designing the behavioural environment
- Prospect theory
- The psychology of ownership
- The endowed progress effect
- The paradox of choice
- Anchoring bias
- Framing effect
- Partitioning
- The six principles of persuasion
- Reciprocity
- Liking
- Social proof
- Authority
- Scarcity
- Commitment & consistency
- Time to reflect
- Exams
Chapters
- The psychology of pricing
- Paying environments
- Prospect theory, revisited
- Choice, revisited
- Quality signalling
- Scarcity, revisited
- Product storytelling
- Time to reflect
- Exams
Chapters
- Influencing behaviour post purchase
- Habit forming
- Rewards for stronger habits
- Goal setting
- Generating word of mouth
- STEPPS framework
- Time to reflect
- Exams
Chapters
- The CHANGE model
- A note on ethics
- Congratulations
- Time to reflect
- Exams
Chapters
- Course satisfaction survey
- Resource library
- Fancy leaving a review?
- Your feedback
- Showcase your cert
- Let's get social
- Learn. Level-up. Lead.
- Continue your professional development
- Get your certificate
Modules
Modules
Modules
Our stats
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“I just took the Consumer Psychology Masterclass, and it was fantastic! I absolutely loved it and learned so much. I learned 125 + consumer psych concepts and how to apply them as a marketer. The instructor was engaging, and it was a super practical course. I highly recommend it to others.”
Deborah Grossman
Manager, Internal Communications and Digital Content
“This Consumer Psychology course with Alex Chahin is truly a MasterClass! The simplicity and layout of how Influencing behavior pre-purchase, during purchase, & post-purchase are all KEY to understanding consumer needs and wants. 10/10 recommend this course!”
Crystal Crouch
Product Marketing Consultant
Download
your brochure
Learn from the collective success and experience of the world’s biggest product marketing community. Not only that, but our certifications are built with the support of PMMs from the largest orgs around such as Adobe, Google, Linkedin, Atlassian, Grammarly, and many more.
If you need help convincing your company to pay for your training, we’ve done the leg work for you.
Your instructor,
Alex Chahin
Alex Chahin has experience scaling hyper-growth consumer brands and developing innovative products/marketing strategies. He's been recognized twice by Fast Company for mental health product innovation and comprehensive marketing. Business Insider named him a Top 20 Rising Star. As Founder of Product Marketing at Hims & Hers, a fast-growing D2C telehealth company, he oversaw diverse health-related categories. Passionate about consumer psychology, he shares expertise via podcasts, LinkedIn, and conferences of up to 70,000 attendees. His key strengths include brand building, product innovation, marketing strategy, and thought leadership in the consumer space.
By the end of the course
you'll be able to...
Understand motivations
Dig deep into what drives consumers to choose one product over another, giving your marketing a competitive edge.
Influence decisions
Apply psychological insights to influence consumer behavior and guide them toward your product.
Spark conversations
Identify what gets your customers talking to generate buzz and create powerful word-of-mouth strategies.
What's
included
4+ hours of curated content designed to take you on a journey into the fascinating world of consumer psychology.
Real-world case studies, evidence-based concepts, and actionable ideas so you can see firsthand how consumer psychology plays out in successful marketing.
Actionable, industry-standard templates that you'll use to implement your learning and drive results with no time wasted.
Lifetime access to all course content, including any future updates. Learn at your own pace and revisit content whenever you need a refresher.
Get your burning questions answered directly by a seasoned PMM leader. Gain unique insights from an industry professional to boost your learning experience.
100% self-paced format. Learn at a time and pace that fits your schedule.
Earn official certification upon successful completion of all the exams. Showcase your newfound expertise and enhanced professional credibility.
Get personalized and actionable advice to your toughest product, growth, and marketing questions, backed by Product Marketing Alliance’s entire knowledge base.
Get access to
these resources...
With every single one of our courses and certifications, you can get your hands on templates, frameworks, and toolkits. All are designed with the cumulative knowledge of our community to help you implement your newfound knowledge the very next day.
Get this course plus 25 others,
with Pro+ membership
Looking for lifelong L&D support? Discover how our Pro+ memberships stack up against our individual courses to find the best value for your investment.
25+ courses (incl. updates and future releases)
Complimentary access to 1x PMM Summit every year
Live workshops every month
Exclusive content
100+ templates and frameworks
500+ hours of OnDemand video content
PMM mentors
Members-only events and community
PMM learning paths and toolkits
Ungated access to industry reports
Lifetime access to all course content
Access to all future course updates
Official certification if you pass the exams
Course
benefits
Unravel the mystery behind why customers make certain buying decisions.
Learn how consumers use their time, attention, and other resources in order to shape strategies.
Improve your product’s growth trajectory using key psychology principles.
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Why choose
courses from PMA?
Whether you’re tuning in live or want unlimited access to all member benefits, select the plan that’s best for you...
Old way
New way
Upskill your entire
product marketing team…
Fill key knowledge gaps and get everyone speaking the same language by getting your whole team certified. Book in a call to discuss group rates.
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FAQS
This course is perfect for anyone in product marketing or a similar field who's keen on understanding the ins and outs of consumer behavior. Whether you're a seasoned professional or a newbie to the game, you'll unlock invaluable insights to tap into your audience’s mindset and develop an ultra-effective marketing strategy.
There are 4+ hours of content to get through, but as the course is fully self-paced, you can take as long as you need to complete it!
Upon completing all the course content and passing the exams, you’ll receive your certificate. You’ll also unlock lifetime access to all the course materials, so any time you need a refresher or want to revisit a video, template, or task, they’re all just a click away.
Absolutely! Each section has a designated space for you to ask text-based questions and receive answers from a PMM leader. You’ll also be able to see questions and answers that other students have asked and received.
$500. This fee includes full access to all the features mentioned above, which you can use to reinforce your strategy and enhance your strategic value. Members receive 10% off, and alumni from any of our other courses will also receive 10% off.
Students like you
always love...
Level up your competitive intelligence game! Sign up now to refine skills, bridge market gaps, and deliver what customers truly desire.
Elevate your messaging with our certified course. Learn from experts, drive product growth, and boost your career.
Find your place in the market. Make yourself heard. Differentiate your product.
The PMMC
framework
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Discovery
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Build business case
Competitor intel
Customer/market feedback
Market requirements
Why/loss analysis
Review and refine
Market research
Strategize
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse varius enim in eros elementum tristique. Duis cursus, mi quis viverra ornare, eros dolor interdum nulla, ut commodo diam libero vitae erat.
Pricing
Retention and expansion
Objectives
Internal communication
Go-to-market
Use Sales enablement
Acquisition
Barriers
Onboarding
Define
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse varius enim in eros elementum tristique. Duis cursus, mi quis viverra ornare, eros dolor interdum nulla, ut commodo diam libero vitae erat.
Positioning
Segmentation
Narrative design
User personas
Messaging
Buyer personas
Storytelling
Use cases
Get set
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse varius enim in eros elementum tristique. Duis cursus, mi quis viverra ornare, eros dolor interdum nulla, ut commodo diam libero vitae erat.
Sales assets
Training
Sales enablement sessions
Marketing
Grow
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse varius enim in eros elementum tristique. Duis cursus, mi quis viverra ornare, eros dolor interdum nulla, ut commodo diam libero vitae erat.
Case studies
Analysis
Optimization
Customer feedback
Prioritise tickets
The PMMC
framework
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea.
Discovery
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse varius enim in eros elementum tristique. Duis cursus, mi quis viverra ornare, eros dolor interdum nulla, ut commodo diam libero vitae erat.
Build business case
Competitor intel
Customer/market feedback
Market requirements
Why/loss analysis
Review and refine
Market research
Strategize
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse varius enim in eros elementum tristique. Duis cursus, mi quis viverra ornare, eros dolor interdum nulla, ut commodo diam libero vitae erat.
Pricing
Retention and expansion
Objectives
Internal communication
Go-to-market
Use Sales enablement
Acquisition
Barriers
Onboarding
Define
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse varius enim in eros elementum tristique. Duis cursus, mi quis viverra ornare, eros dolor interdum nulla, ut commodo diam libero vitae erat.
Positioning
Segmentation
Narrative design
User personas
Messaging
Buyer personas
Storytelling
Use cases
Get set
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse varius enim in eros elementum tristique. Duis cursus, mi quis viverra ornare, eros dolor interdum nulla, ut commodo diam libero vitae erat.
Sales assets
Training
Sales enablement sessions
Marketing
Grow
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse varius enim in eros elementum tristique. Duis cursus, mi quis viverra ornare, eros dolor interdum nulla, ut commodo diam libero vitae erat.
Case studies
Analysis
Optimization
Customer feedback
Prioritise tickets