Applied Psychology - Matching Marketing Strategies to Consumer Personalities - Revised

Free Course
Learn about how Consumer Personalities are formed and the role that personality plays in the consumer decision making process.
  • Duration

    2-3 Hours
  • Assessment

  • Certification

  • Responsive

  • Publisher





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By studying Applied Psychology - Matching Marketing Strategies to Consumer Personalities you will be introduced to the psychological aspects of consumer personality and why consumers generally buy those products/brands whose 'brand personality' matches their own. You will learn about the psychological research which 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. As a result, the study of consumer personality is of great importance so 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 will first introduce you to the nature of personality in general and you will learn about the differences between personality types and personality traits. At this stage, 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 as developed by psychologists and you'll learn how marketers can adapt these theories during the design, development and implementation of marketing strategies. This 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.

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Having completed this course the learner will be able to:

  • Define the meaning of consumer personality;
  • Describe personality traits and personality types;
  • Describe the meaning of self concept and self image;
  • Describe consumer personality, self-concept and self-image and their implications for marketers.

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