Objective: Understand the role of psychology in influencing consumer decisions.

• What is marketing psychology?
• Evolution from traditional ads to behavioral targeting.
• How psychological principles shape modern marketing.

Supplementary Materials:

• Article: "The Evolution of Marketing Psychology."
• Video Lecture: Introduction to Psychological Marketing.

Exercise:

• Analyze an ad campaign and break down its psychological elements.

Objective: Learn how Maslow’s Hierarchy of Needs applies to marketing.

• Physiological → Safety → Love/Belonging → Esteem → Self-Actualization.
• Case studies of brands catering to different needs.

Supplementary Materials:

• Infographic: Maslow’s Hierarchy Applied to Brands.

Exercise:

• Identify a product for each level of Maslow’s hierarchy and justify why.

Objective: Explore the balance between emotional and logical decision-making.

System 1 (fast/emotional) vs. System 2 (slow/logical).

Examples: Emotional vs. logical ads (e.g., Apple vs. Lenovo).

Exercise:

Reflect on recent purchases and determine the psychological motivations.

Module 5: Cognitive Biases That Influence Buying Behavior

Objective: Understand how biases shape decisions.

• Anchoring, social proof, scarcity, endowment effect, decoy pricing.

Exercise:

• Conduct a website audit to find these tactics in action.

Objective: Apply psychological persuasion techniques.

• Reciprocity, scarcity, authority, consistency, liking, and social proof.

Exercise:

• Write a persuasive product description using 2-3 persuasion principles.

Objective: Learn to leverage emotions in campaigns.

• Fear, joy, nostalgia, desire, belonging.

Objective: Discover what makes brands unforgettable.

• Identity, voice, tone, consistency.
• Case studies: Apple vs. Red Bull.

Exercise:

• Design a logo and justify its psychological reasoning.