Consumer Behavior
by Leon G. Schiffman, Leslie Lazar Kanuk, Joseph Wisenblit · Leon G. Schiffman, Joseph Wisenblit
Pearson undergraduate textbook covering how consumers perceive, learn, form attitudes and make purchase decisions, plus family, culture and subculture influences. Readers can apply motivation, segmentation and decision-making models to analyze buyers and shape marketing strategy.
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Market Research and Consumer Behavior
Your marketing quest begins here! The first course in this specialization lays the neccessary groundwork for an overall successful marketing strategy. It is separated into two sections: Market Research and Consumer Behavior. Gain the tools and techniques to translate a decision problem into a research question in the Market Research module. Learn how to design a research plan, analyze the data gathered and accurately interpret and communicate survey reports, translating the results into practical recommendations. You will then focus in on the consumer decision-making process, highlighting the key moments from identifying a need to buying and consuming a product. Adopt a true “consumer focus” in your managerial decisions by analyzing how consumers make decisions, what happens (in their hearts and minds) at different stages of the decision making process, and the variables that influence those decisions. This course will equip you with the knowledge required to understand the state of your product before approaching the market strategy. There’s no better place to build the foundations of your marketing journey!
hbr.org
Harvard Business Review (hbr.org) offers research-based articles, case studies, and practical guidance on leadership, strategy, and organizational performance for managers and executives.
Nir and Far
Behavioral design writer Nir Eyal's blog, built around the Hook Model from his book Hooked, explaining how triggers, variable rewards, and investment shape habitual product use, and, from his later book Indistractable, how people manage attention and distraction.
The Brainy Business
Melina Palmer's podcast translating behavioral economics research into practical business and marketing applications. Episodes explain concepts such as anchoring, loss aversion, framing, social proof and choice architecture, showing how these biases shape purchasing decisions and how businesses can design offers around them.
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Cialdini's synthesis of three decades of social-psychology field experiments into seven principles of compliance: reciprocity, commitment and consistency, social proof, authority, liking, scarcity, and unity. The expanded edition adds new studies and online-persuasion cases.