How to Influence the Consumer Behaviour to Drive Sales

Jonah-Berger
21
Jul
Free

Jonah Berger

A renowned professor of marketing at the Wharton School, Berger is a student of human influence and an expert in how people make decisions, how ideas spread and how social influence shapes behavior. He has shared his ideas in the bestselling books Contagious: Why Things Catch On and Invisible Influence: The Hidden Forces that Shape Behavior. Having spent over 15 years studying how social influence works and how it drives products, Berger has helped drive new product adoption, sharpen effective messaging, and develop marketing strategy at organizations large and small. He has taught Wharton’s top ranked online course, published dozens of articles in top-tier academic journals, and consulted for a variety of Fortune 500 companies. His research has been featured on the New York Times Magazine’s Year in Ideas list, and he has been recognized with a number of awards for both scholarship and teaching, including the “Iron Prof” award for extraordinary faculty research.

In this six module course, Wharton professor Jonah Berger will provide a series of invaluable ideas and effective tools to help improve how your organization communicates with its customers with the ultimate goal of growing sales. Based on extensive experience studying human psychology and working with renowned brands around the globe Jonah has developed a framework for understanding influence that can be applied by organizations in any industry.

In module 1 we will get an introduction to the importance of customer centricity and decoding human behavior. In module 2 we will look at how to move from understanding our customers to influencing them with a special focus on leveraging the power of word of mouth. Module 3 looks at the concept of social currency and how brands can use this idea to shape human behavior. In module 4 we examine the role of triggers and emotion in impacting consumer decision-making before in module 5 we analyze the importance of social proof and offering practical value if we want to positively influence customers. Finally, in module 6 we look at how to harness the power of stories. Filled with practical examples that bring theories to life, this course will equip you with the tools to make your marketing and communication more effective and boost sales as a result.

Course Content

Total learning: 30 lessons / 6 quizzes

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