Buyer Decision Making: Behaviour, Influence And Ethics

О курсе

This course explores how buyers make decisions and why those decisions are often shaped by emotion, context, mental shortcuts and perceived risk. Learners examine how decision-making psychology and behavioural economics can help explain hesitation, uncertainty and confidence during sales conversations. The course introduces practical decision-making and problem-solving tools that help learners analyse buyer needs, clarify assumptions and identify barriers to action. Learners then explore negotiation psychology and influence principles, examining how motivation, framing and perceived value affect the choices buyers make. A dedicated behavioural economics module examines how concepts such as choice overload, anchoring, framing, loss aversion, social proof, scarcity, and reciprocity influence buyer behaviour. Learners consider how these principles can be applied ethically to make decisions easier, clearer, and more aligned with buyer priorities. By the end of the course, learners will be able to recognise behavioural decision barriers, frame choices more effectively and use psychology-led strategies to support informed, ethical buyer decisions.

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