Applied Psychology - Matching Marketing Strategies to Consumer Personalities
Details
The free online course Applied Psychology - Matching Marketing Strategies to Consumer Personalities introduces learners to the psychological aspects of consumer personality and why consumers generally buy those products/brands whose 'brand personality' matches their own. Psychological research has shown that a consumer's decision about whether or not to buy a particular brand as well as the timing and place of purchase, the amount purchased, its usage and disposal, are all based on the consumer's personality. Because of this it is of great importance that marketers understand the psychological aspects of consumer personality so that they can devise appropriate marketing strategies to introduce the right product/brand to the right consumer. The course first introduces you to the nature of personality in general and you will learn about the differences between personality types and personality traits. You will also review aspects of self-concept and self-image and see how these help shape each consumer's personality. Finally, the course introduces theories of personality developed by psychologists and you'll learn how marketers can adapt these theories during the design, development and implementation of marketing strategies. This free online course will be of great interest to all marketing professionals who would like to learn more about consumer personality and why understanding this aspect of consumer behavior will help marketers design more effective and efficient marketing strategies.
CERTIFICATIONTo qualify for your official ALISON Diploma, Certificate or PDF you must study and complete all modules and score 80% or more in each of the course assessments. A link to your Diploma certificate will then appear under the My Certificates heading of your My Account page.
LEARNING OUTCOMESHaving completed this module the learner will be able to: - Define the meaning of consumer personality; - Describe consumer personality and its nature; - Describe personality traits and personality types; - Describe theories of Personality I and II; - Describe the meaning of self concept and self image; - Describe consumer personality, self-concept and self-image and their implications for marketers.
Outline
Module 1: Theories of Personality
Module 2: Consumer Personality, Self-Concept and Self-Image
Module 3: Applied Psychology - Matching Marketing Strategies to Consumer Personalities - Assessment
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