Drivers of Consumer Behavior Attention, Emotion, Coherence (JCB652)
Course Overview

In this course, you will be introduced to the three most important drivers in unconscious thinking, which help determine purchase decisions. You will explore attentional filtering, emotional primacy, and coherence, using examples to understand each driver's impact on customer behavior. You will also examine three counterproductive managerial styles which can derail attempts to make the best use of insights gained from consumer behavior.

You are required to have completed the following course or have equivalent experience before taking this course:

  • Introduction to Behavioral Science
  • S$650
    Certificates with this course