F2
Consumer Behaviour
Rational AND emotional decision-making
Lectures
- 01How Consumers Actually DecideFree
- 02System 1 and System 2Pro
- 03Heuristics and Cognitive BiasesPro
- 04The Principles of InfluencePro
- 05Mental Availability and Category Entry PointsPro
- 06Physical Availability and the Buying SituationPro
- 07The Neuroscience of Brand ChoicePro
- 08Price Perception and Behavioural EconomicsPro
- 09The Logic of the IrrationalPro
- 10Habit, Loyalty, and Repeat PurchasePro
- 11Choice Architecture and the Digital ConsumerPro
- 12Integration: the consumerPro
Quizzes
A short quiz per lecture to test your grasp of the material.
- F2-01How Consumers Actually DecideTake the quiz →
- F2-02System 1 and System 2Take the quiz →
- F2-03Heuristics and Cognitive BiasesTake the quiz →
- F2-04The Principles of InfluenceTake the quiz →
- F2-05Mental Availability and Category Entry PointsTake the quiz →
- F2-06Physical Availability and the Buying SituationTake the quiz →
- F2-07The Neuroscience of Brand ChoiceTake the quiz →
- F2-08Price Perception and Behavioural EconomicsTake the quiz →
- F2-09The Logic of the IrrationalTake the quiz →
- F2-10Habit, Loyalty, and Repeat PurchaseTake the quiz →
- F2-11Choice Architecture and the Digital ConsumerTake the quiz →
- F2-12Integration: the consumerTake the quiz →
Case studies
Integrative cases where the module's concepts meet a single brand or situation.
- Neuromarketing CaseThe Pepsi Challenge — When Taste Doesn't Equal Choice
- Ethical Analysis CaseBooking.com — The Dark Side of Influence
- Market Growth CaseAldi — Mental and Physical Availability on a Budget
- Brand Strategy CaseRed Bull — The Logic of Deliberate Irrationality
- Digital Consumer Behaviour CaseNetflix — Choice Architecture at Scale
- Integrative Capstone CaseOatly — From Rational Argument to Emotional Movement