--- title: Consumer Behavior description: Consumer behavior studies how individuals and groups select, purchase, use, and dispose of products or services. Learners will understand the psychological, social, and cultural factors that influence purchasing decisions and how to apply these insights to marketing strategies. category: business-entrepreneurship subcategory: marketing difficulty: beginner, intermediate, advanced url: /subject/consumer-behavior --- # Consumer Behavior Consumer behavior studies how individuals and groups select, purchase, use, and dispose of products or services. Learners will understand the psychological, social, and cultural factors that influence purchasing decisions and how to apply these insights to marketing strategies. ## Available Resources 4 Books • 2 Courses • 3 Websites ## Websites ### 1. 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. **Difficulty:** Beginner | **Price:** Free **Link:** https://www.nirandfar.com/ **Tags:** habit-formation, behavioral-design, consumer-psychology, product-design, hook-model ### 2. 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. **Difficulty:** Intermediate | **Language:** English | **Price:** Free **Link:** https://hbr.org **Tags:** websites, business-entrepreneurship, business-fundamentals ### 3. MarketingProfs MarketingProfs publishes practitioner articles, case studies, templates and webinars on content marketing, digital campaigns, email, social media and B2B strategy. Readers can plan campaigns, benchmark their tactics against working examples, and keep current with established marketing practice. **Difficulty:** Intermediate | **Language:** English | **Price:** Free **Link:** https://marketingprofs.com **Tags:** marketing-strategy, content-marketing, digital-marketing, b2b-marketing ## Podcasts ### 1. The Brainy Business **Author:** Melina Palmer 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. **Difficulty:** Beginner | **Language:** en | **Price:** Free **Link:** https://thebrainybusiness.com **Tags:** behavioral-economics, consumer-psychology, cognitive-biases, pricing, marketing ## Youtubes ### 1. The Power of Pre-Suasion — Robert Cialdini at the RSA **Author:** Robert B. Cialdini Cialdini presents the central argument of Pre-Suasion at the Royal Society of Arts: what an audience attends to in the moments before a message is delivered shapes how the message lands. Includes audience questions. **Difficulty:** Beginner | **Language:** English | **Price:** Free **Link:** https://www.youtube.com/watch?v=_hem3-8XbEI **Tags:** persuasion, pre-suasion, influence, behavioral-science, attention ## Books ### 1. Influence, New and Expanded: The Psychology of Persuasion **Author:** Robert B. Cialdini 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. **Difficulty:** Beginner | **Language:** English | **Price:** Paid **Link:** https://www.amazon.com/dp/0062937650?tag=edmonddante07-20 **Tags:** persuasion, social-psychology, influence, compliance, cialdini ### 2. Consumer Behavior **Author:** Leon G. Schiffman, Leslie Lazar Kanuk, 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. **Difficulty:** Intermediate | **Language:** English | **Price:** Paid **Link:** https://www.amazon.com/dp/0135053013?tag=edmonddante07-20 **Tags:** books, business-entrepreneurship, marketing ### 3. Why We Buy: The Science of Shopping **Author:** Paco Underhill Retail anthropologist Paco Underhill reports findings from years of filming and tracking shoppers in stores, covering store layout, signage, product placement and checkout. Readers learn how physical retail environments shape browsing and buying, and how to observe shopper behavior systematically. **Difficulty:** Intermediate | **Language:** English | **Price:** Paid **Link:** https://www.amazon.com/dp/158799044X?tag=edmonddante07-20 **Tags:** books, business-entrepreneurship, marketing ### 4. Influence: The Psychology of Persuasion **Author:** Robert B. Cialdini Robert Cialdini's account of six principles of persuasion (reciprocity, commitment and consistency, social proof, liking, authority and scarcity) drawn from experimental research and undercover fieldwork. Readers learn to recognize these compliance tactics in sales and marketing and to resist them. **Difficulty:** Intermediate | **Language:** English | **Price:** Paid **Link:** https://www.amazon.com/dp/0688128165?tag=edmonddante07-20 **Tags:** books, business-entrepreneurship, marketing ## Courses ### 1. 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! **Difficulty:** Beginner | **Language:** English | **Duration:** 4 weeks of study, 1-2 hours/week | **Price:** Free **Link:** https://www.coursera.org/learn/market-research **Tags:** courses, business-entrepreneurship, entrepreneurship ### 2. Advanced Consumer Behavior The course will introduce the learner to behavioral perspectives in marketing that will provide a conceptual perspective to any participant working in retailing /advertising /brand management / sales management/ marketing research (appreciation of consumer behavior only and not marketing research tools)/ marketing strategy/ digital marketing in areas of consumer fast moving goods/ durable goods/services . **Difficulty:** Intermediate | **Language:** English | **Price:** Free **Link:** https://www.edx.org/learn/marketing/indian-institute-of-management-bangalore-consumer-behaviour **Tags:** courses, business-entrepreneurship, marketing --- *This content is part of Dantes.io - Your Treasure Map to Knowledge* *Curated by humans at Dantes.io. Personal study use welcome; republishing this curation requires permission (team@dantes.io).* View this page online: https://dantes.io/subject/consumer-behavior