Marketing Psychology: Influence Decisions and Build Trust

This course contains the use of artificial intelligence.

Marketing becomes more effective when you understand how people actually notice information, remember brands, evaluate value, respond to emotion, and make decisions. This course gives you a practical and ethical framework for applying psychology to marketing without relying on manipulation or superficial tactics.

You will learn how attention, perception, memory, motivation, emotion, trust, perceived value, social influence, and choice architecture shape customer behavior. You will also learn how to translate behavioral insight into better offers, messages, experiences, experiments, and measurements across the customer journey.

Across five focused lectures, you will build a complete marketing psychology system. The course begins with how customers make decisions, then explores attention and memory, motivation and trust, social influence and persuasion, and finally ethical application and measurement. Each lecture connects theory to a continuing case and a practical assignment so that you can apply the framework to a real product, service, brand, or campaign.

This course is designed for marketers, entrepreneurs, product leaders, consultants, researchers, and professionals who want deeper customer insight. No psychology degree is required. Familiarity with basic marketing concepts is helpful but not necessary.

Dr. Law Payne combines advanced education in business, educational psychology, and organizational leadership with extensive experience in entrepreneurship, marketing, teaching, and coaching. The emphasis is on evidence-informed thinking, practical judgment, ethical influence, and measurable improvement.

By the end, you will be able to diagnose customer decision barriers, design stronger marketing experiences, and evaluate behavioral ideas responsibly.