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Course
overview 

Unlock the mysteries of the consumer mind and level up your marketing game with the Consumer Psychology: Masters course. We’ll delve into why and how people make buying decisions to help tailor your marketing strategies for maximum impact.

By the end of the course, you’ll gain a deep understanding of how personal factors, social dynamics, and environmental variables shape purchasing decisions. You’ll also learn to identify customer actions and what truly motivates them. Take the guessing out of buying behavior and transform your product’s growth trajectory today.

Chapters

  • What to expect in this course
  • Meet your instructor
  • What is consumer psychology?
  • What most companies get wrong
  • Why you should care
  • Application for B2B & B2C
  • Time to reflect
  • Resource library
  • Exams

Chapters

  • It stats with the brain
  • Memory deep dive: SUCCES framework
  • SUCCES framework: simplicity
  • SUCCES framework: unexpectedness
  • SUCCES framework: concreteness
  • SUCCES framework: credibility
  • SUCCES framework: emotions
  • SUCCES framework: stories & recap
  • Types of decisions
  • The power of belonging
  • Our identity and brands
  • Going against the group
  • Going beyond functional benefits
  • Time to reflect
  • Exams

Chapters

  • Influencing the purchase environment
  • What the heck is heuristic?
  • Designing the behavioural environment
  • Prospect theory
  • The psychology of ownership
  • The endowed progress effect
  • The paradox of choice
  • Anchoring bias
  • Framing effect
  • Partitioning
  • The six principles of persuasion
  • Reciprocity
  • Liking
  • Social proof
  • Authority
  • Scarcity
  • Commitment & consistency
  • Time to reflect
  • Exams

Chapters

  • The psychology of pricing
  • Paying environments
  • Prospect theory, revisited
  • Choice, revisited
  • Quality signalling
  • Scarcity, revisited
  • Product storytelling
  • Time to reflect
  • Exams

Chapters

  • Influencing behaviour post purchase
  • Habit forming
  • Rewards for stronger habits
  • Goal setting
  • Generating word of mouth
  • STEPPS framework
  • Time to reflect
  • Exams

Chapters

  • The CHANGE model
  • A note on ethics
  • Congratulations
  • Time to reflect
  • Exams

Chapters

  • Course satisfaction survey
  • Resource library
  • Fancy leaving a review?
  • Your feedback
  • Showcase your cert
  • Let's get social
  • Learn. Level-up. Lead.
  • Continue your professional development
  • Get your certificate

Modules

Modules

Modules

Introduction to Consumer Psychology

Chapters

  • What to expect in this course
  • Meet your instructor
  • What is consumer psychology?
  • What most companies get wrong
  • Why you should care
  • Application for B2B & B2C
  • Time to reflect
  • Resource library
  • Exams
Influencing behaviour pre-purchase

Chapters

  • It stats with the brain
  • Memory deep dive: SUCCES framework
  • SUCCES framework: simplicity
  • SUCCES framework: unexpectedness
  • SUCCES framework: concreteness
  • SUCCES framework: credibility
  • SUCCES framework: emotions
  • SUCCES framework: stories & recap
  • Types of decisions
  • The power of belonging
  • Our identity and brands
  • Going against the group
  • Going beyond functional benefits
  • Time to reflect
  • Exams
Influencing behaviour during purchase

Chapters

  • Influencing the purchase environment
  • What the heck is heuristic?
  • Designing the behavioural environment
  • Prospect theory
  • The psychology of ownership
  • The endowed progress effect
  • The paradox of choice
  • Anchoring bias
  • Framing effect
  • Partitioning
  • The six principles of persuasion
  • Reciprocity
  • Liking
  • Social proof
  • Authority
  • Scarcity
  • Commitment & consistency
  • Time to reflect
  • Exams
Psychology of pricing

Chapters

  • The psychology of pricing
  • Paying environments
  • Prospect theory, revisited
  • Choice, revisited
  • Quality signalling
  • Scarcity, revisited
  • Product storytelling
  • Time to reflect
  • Exams
Influencing behaviour post purchase

Chapters

  • Influencing behaviour post purchase
  • Habit forming
  • Rewards for stronger habits
  • Goal setting
  • Generating word of mouth
  • STEPPS framework
  • Time to reflect
  • Exams
Putting it into practice

Chapters

  • The CHANGE model
  • A note on ethics
  • Congratulations
  • Time to reflect
  • Exams
Wrap up

Chapters

  • Course satisfaction survey
  • Resource library
  • Fancy leaving a review?
  • Your feedback
  • Showcase your cert
  • Let's get social
  • Learn. Level-up. Lead.
  • Continue your professional development
  • Get your certificate

Modules

Modules

Modules

Our stats

4
Hours of content
6
Modules
168
Exam questions
4
Templates
100%
Self-paced

“I just took the Consumer Psychology Masterclass, and it was fantastic! I absolutely loved it and learned so much. I learned 125 + consumer psych concepts and how to apply them as a marketer. The instructor was engaging, and it was a super practical course. I highly recommend it to others.”

Deborah Grossman

Manager, Internal Communications and Digital Content

“This Consumer Psychology course with Alex Chahin is truly a MasterClass! The simplicity and layout of how Influencing behavior pre-purchase, during purchase, & post-purchase are all KEY to understanding consumer needs and wants. 10/10 recommend this course!”

Crystal Crouch

Product Marketing Consultant

Download
your brochure 

Learn from the collective success and experience of the world’s biggest product marketing community. Not only that, but our certifications are built with the support of PMMs from the largest orgs around such as Adobe, Google, Linkedin, Atlassian, Grammarly, and many more.

If you need help convincing your company to pay for your training, we’ve done the leg work for you.

Pitch the program
5 star ratings from:
VP of Marketing

Alex Chahin has experience scaling hyper-growth consumer brands and developing innovative products/marketing strategies. He's been recognized twice by Fast Company for mental health product innovation and comprehensive marketing. Business Insider named him a Top 20 Rising Star. As Founder of Product Marketing at Hims & Hers, a fast-growing D2C telehealth company, he oversaw diverse health-related categories. Passionate about consumer psychology, he shares expertise via podcasts, LinkedIn, and conferences of up to 70,000 attendees. His key strengths include brand building, product innovation, marketing strategy, and thought leadership in the consumer space.

Your
leaders 

No items found.

By the end of the course
‍‍you'll be able to...

Understand motivations

Dig deep into what drives consumers to choose one product over another, giving your marketing a competitive edge.

Influence decisions

Apply psychological insights to influence consumer behavior and guide them toward your product.

Spark conversations

Identify what gets your customers talking to generate buzz and create powerful word-of-mouth strategies.

What's
‍‍included  

01
Content

4+ hours of curated content designed to take you on a journey into the fascinating world of consumer psychology.

02
Studies

Real-world case studies, evidence-based concepts, and actionable ideas so you can see firsthand how consumer psychology plays out in successful marketing.

03
Templates

Actionable, industry-standard templates that you'll use to implement your learning and drive results with no time wasted.

04
Access

Lifetime access to all course content, including any future updates. Learn at your own pace and revisit content whenever you need a refresher.

05
Q&A

Get your burning questions answered directly by a seasoned PMM leader. Gain unique insights from an industry professional to boost your learning experience.

06
Flexibility

100% self-paced format. Learn at a time and pace that fits your schedule.

07
Certification

Earn official certification upon successful completion of all the exams. Showcase your newfound expertise and enhanced professional credibility.

08

09
AI-Powered

Get personalized and actionable advice to your toughest product marketing questions, backed by Product Marketing Alliance’s entire knowledge base, using PMM-GPT.

Get access to
‍‍these resources...

With every single one of our courses and certifications, you can get your hands on templates, frameworks, and toolkits. All are designed with the cumulative knowledge of our community to help you implement your newfound knowledge the very next day.

Sign up to the
pro+ membership

...and get access to 15+ of our courses and more!

Get this course plus 25 others,
with Pro+ membership 

Looking for lifelong L&D support? Discover how our Pro+ memberships stack up against our individual courses to find the best value for your investment.

Pro+ Membership
$167
/month (billed annually)
Annual subscription with access to every course, a yearly Summit, workshops, templates, mentors, members-only events, and more.

25+ courses (incl. updates and future releases)

Complimentary access to 1x PMM Summit every year

Live workshops every month

Exclusive content 

100+ templates and frameworks

500+ hours of OnDemand video content

PMM mentors

Members-only events and community

PMM learning paths and toolkits

Ungated access to industry reports

Subscribe to Pro+
Individual course
$500
One off payment
One-off payment and lifetime access to this accredited course.

Lifetime access to all course content

Access to all future course updates

Official certification if you pass the exams

Course‍
benefits

Unravel the mystery behind why customers make certain buying decisions.

Learn how consumers use their time, attention, and other resources in order to shape strategies.

Improve your product’s growth trajectory using key psychology principles.

Why choose
courses from PMA?  

Whether you’re tuning in live or want unlimited access to all member benefits, select the plan that’s best for you...

Old way

Stodgy, outdated training
All theory, no action
Limited learnings from 1x expert
vs

New way

Interactive learning at your own pace
Practical, actionable, case study-led lessons
Community-led learning derived from the masses

Course‍
benefits

Master PMM: Get to grips with real-life product marketing scenarios.

Drive success: Step confidently into your role with the knowledge and frameworks you need to shine.

Stand out: Make an impression on potential employers with a globally recognized qualification.

Why choose
courses from PMA?

Whether you’re tuning in live or want unlimited access to all member benefits, select the plan that’s best for you...

PMA Certified Courses
Access to every session, live, and OnDemand plus all of these awesome perks:

Exclusive content, framework and templates

250+ hours of video content

PMM summits OnDemand

300+ PMM slide decks

Access to PMM mentors

PMM learning paths

PMM learning paths

Peer advisory councils

40% discount on in-person PMA summits

Discount on PMM certification

Enroll now
Other Product Marketing Courses
Access to every session, live, and OnDemand plus all of these awesome perks:

Access to all presentations - live broadcast only

Ask your questions to industry leaders

Be part of the product marketing community and network with peers. Limited to live broadcast only

Get your team on
the same page...

Fill key knowledge gaps and get everyone speaking the same language by getting your whole team certified. Book in a call to discuss group rates.

Trusted by teams including:

Don’t wait for your workshop.
Get your answers instantly.

Get personalized and actionable advice to your toughest product, growth, and marketing questions, backed by Product Marketing Alliance’s entire knowledge base.

FAQS

Who’s the Consumer Psychology Certified: Masters course for?

This course is perfect for anyone in product marketing or a similar field who's keen on understanding the ins and outs of consumer behavior. Whether you're a seasoned professional or a newbie to the game, you'll unlock invaluable insights to tap into your audience’s mindset and develop an ultra-effective marketing strategy.

How long will it take to complete the Consumer Psychology Certified: Masters course?

There are 4+ hours of content to get through, but as the course is fully self-paced, you can take as long as you need to complete it!

What happens once I’ve completed the Consumer Psychology Certified: Masters course?

Upon completing all the course content and passing the exams, you’ll receive your certificate. You’ll also unlock lifetime access to all the course materials, so any time you need a refresher or want to revisit a video, template, or task, they’re all just a click away.

Will I be able to ask questions throughout the course?

Absolutely! Each section has a designated space for you to ask text-based questions and receive answers from a PMM leader. You’ll also be able to see questions and answers that other students have asked and received.

How much does the Consumer Psychology Certified course cost?

$500. This fee includes full access to all the features mentioned above, which you can use to reinforce your strategy and enhance your strategic value. Members receive 10% off, and alumni from any of our other courses will also receive 10% off.

What happens if I don’t pass the course exams?

If you fail the first time around you'll be given the option to retake the exam. If you fail the second attempt, unfortunately, it means you won’t get the certificate. However, all’s not lost – you’ll have still learned lots and you’ll be given access to the course materials for life, so you can brush up on the bits you slipped up on forevermore.

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The PMMC
framework

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The PMMC framework

Discovery

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Build business case

Competitor intel

Customer/market feedback

Market requirements

Why/loss analysis

Review and refine

Market research

The PMMC framework

Strategize

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse varius enim in eros elementum tristique. Duis cursus, mi quis viverra ornare, eros dolor interdum nulla, ut commodo diam libero vitae erat.

Pricing

Retention and expansion

Objectives

Internal communication

Go-to-market

Use Sales enablement

Acquisition

Barriers

Onboarding

The PMMC framework

Define

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Positioning

Segmentation

Narrative design

User personas

Messaging

Buyer personas

Storytelling

Use cases

The PMMC framework

Get set

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Sales assets

Training

Sales enablement sessions

Marketing

The PMMC framework

Grow

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Case studies

Analysis

Optimization

Customer feedback

Prioritise tickets

The PMMC
framework

Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea.

The PMMC framework

Discovery

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse varius enim in eros elementum tristique. Duis cursus, mi quis viverra ornare, eros dolor interdum nulla, ut commodo diam libero vitae erat.

Build business case

Competitor intel

Customer/market feedback

Market requirements

Why/loss analysis

Review and refine

Market research

The PMMC framework

Strategize

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse varius enim in eros elementum tristique. Duis cursus, mi quis viverra ornare, eros dolor interdum nulla, ut commodo diam libero vitae erat.

Pricing

Retention and expansion

Objectives

Internal communication

Go-to-market

Use Sales enablement

Acquisition

Barriers

Onboarding

The PMMC framework

Define

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse varius enim in eros elementum tristique. Duis cursus, mi quis viverra ornare, eros dolor interdum nulla, ut commodo diam libero vitae erat.

Positioning

Segmentation

Narrative design

User personas

Messaging

Buyer personas

Storytelling

Use cases

The PMMC framework

Get set

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse varius enim in eros elementum tristique. Duis cursus, mi quis viverra ornare, eros dolor interdum nulla, ut commodo diam libero vitae erat.

Sales assets

Training

Sales enablement sessions

Marketing

The PMMC framework

Grow

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse varius enim in eros elementum tristique. Duis cursus, mi quis viverra ornare, eros dolor interdum nulla, ut commodo diam libero vitae erat.

Case studies

Analysis

Optimization

Customer feedback

Prioritise tickets

The PMMC
framework

Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea.

The PMMC framework

Discovery

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse varius enim in eros elementum tristique. Duis cursus, mi quis viverra ornare, eros dolor interdum nulla, ut commodo diam libero vitae erat.

Build business case

Competitor intel

Customer/market feedback

Market requirements

Why/loss analysis

Review and refine

Market research

The PMMC framework

Strategize

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse varius enim in eros elementum tristique. Duis cursus, mi quis viverra ornare, eros dolor interdum nulla, ut commodo diam libero vitae erat.

Pricing

Retention and expansion

Objectives

Internal communication

Go-to-market

Use Sales enablement

Acquisition

Barriers

Onboarding

The PMMC framework

Define

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse varius enim in eros elementum tristique. Duis cursus, mi quis viverra ornare, eros dolor interdum nulla, ut commodo diam libero vitae erat.

Positioning

Segmentation

Narrative design

User personas

Messaging

Buyer personas

Storytelling

Use cases

The PMMC framework

Get set

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse varius enim in eros elementum tristique. Duis cursus, mi quis viverra ornare, eros dolor interdum nulla, ut commodo diam libero vitae erat.

Sales assets

Training

Sales enablement sessions

Marketing

The PMMC framework

Grow

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse varius enim in eros elementum tristique. Duis cursus, mi quis viverra ornare, eros dolor interdum nulla, ut commodo diam libero vitae erat.

Case studies

Analysis

Optimization

Customer feedback

Prioritise tickets

The PMMC
framework

Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea.

The PMMC framework

Discovery

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse varius enim in eros elementum tristique. Duis cursus, mi quis viverra ornare, eros dolor interdum nulla, ut commodo diam libero vitae erat.

Build business case

Competitor intel

Customer/market feedback

Market requirements

Why/loss analysis

Review and refine

Market research

The PMMC framework

Strategize

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse varius enim in eros elementum tristique. Duis cursus, mi quis viverra ornare, eros dolor interdum nulla, ut commodo diam libero vitae erat.

Pricing

Retention and expansion

Objectives

Internal communication

Go-to-market

Use Sales enablement

Acquisition

Barriers

Onboarding

The PMMC framework

Define

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse varius enim in eros elementum tristique. Duis cursus, mi quis viverra ornare, eros dolor interdum nulla, ut commodo diam libero vitae erat.

Positioning

Segmentation

Narrative design

User personas

Messaging

Buyer personas

Storytelling

Use cases

The PMMC framework

Get set

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse varius enim in eros elementum tristique. Duis cursus, mi quis viverra ornare, eros dolor interdum nulla, ut commodo diam libero vitae erat.

Sales assets

Training

Sales enablement sessions

Marketing

The PMMC framework

Grow

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse varius enim in eros elementum tristique. Duis cursus, mi quis viverra ornare, eros dolor interdum nulla, ut commodo diam libero vitae erat.

Case studies

Analysis

Optimization

Customer feedback

Prioritise tickets