Back to All Events

Consumer Behavior Part 2: Psychological and Internal Processes that Shape Buying Decisions

Join AIPMM Anthropologist Paula Gray for part 2 of her 3 part, in-depth webcast series on consumer behavior. Part 1 focused on the product purchasing process. In part 2 we will look at self-image, memory, learning, cognition, beliefs, attitudes and communication and persuasion and how it all influences the consumer’s decision-making process.

Key topics in Part 2 will include:
·         How an individual’s self-image and personality affect their perception of your product
·         How consumer’s form “relationships” with brands and organizations
·         Factors of effective communication and persuasion techniques
·         The cognitive and behavioral components of consumer attitude

Join us for the last of the Consumer Behavior series:
Part 3: Socio-Cultural Influences on Purchase Decision Making, August 11, 2017

About Paula Gray
Paula Gray is an anthropologist and the Director of Research and Knowledge Development at AIPMM. She has traveled the globe to work with companies throughout the US, Europe, Africa and Asia-Pacific to help them gain a deeper understanding of their customers. She is featured in Linda Gorchels' book The Product Manager's Handbook and has contributed to several books on product management including The Guide to the Product Management and Marketing Body of Knowledge (ProdBOK). She is also the author of numerous blog posts and papers including Business Anthropology and the Culture of Product Managers.