Consumer psychology. Paradoxes of consumer perception. How to influence the purchase decision

Programme

Consumer motivation

• The structure of consumer needs
• Motivational drivers
• Rational and impulsive decisions
• Stages of the consumer decision-making process
• Objective and subjective factors influencing decision-making

Consumer segmentation

• Segmentation methods: by lifestyle, by benefits, by psychological type
• Using consumer segmentation in developing advertising, PR and marketing influences

Consumer perception

• Multisensory marketing
• Dependence of perception on the consumer's psychological type
• Phenomena of perception: gestalt, illusions, resonance of associations, selectivity and bias, etc.
• Perception of colour, shape, price, brand, message meaning
• Specifics of online perception

Managing perception

• Tools for influencing consumer decisions
• Strengthening purchase needs through benefits and frustration, with positive and negative emotions
• Influencing emotions and logic, verbal and non-verbal influences
• Activating the process of association and hedonic consumption

Communication stimuli

• Image: form and content
• Colour symbolism
• Geometric symbolism
• Cultural symbolism
• Key trigger words for the conscious and subconscious mind

Creative solutions

• Areas of applicability
• Creativity for capturing attention and memorising information
• Main techniques for creating an idea with regard to the target segment's perception

Media planning with regard to consumer perception

• Specifics of channels: websites, links, banners, ads, conferences, social networks, video resources, mailings, contextual advertising, etc.
• Matching channels, the target segment's perception, and the content and form of messages