Marketing Psychology: Influence Decisions and Build Trust

Use attention, memory, motivation, emotion, trust, social influence, and ethical persuasion to improve marketing

Created byDr. Law Payne

Last updated 11/2026

English

What you'll learn

Build a complete marketing psychology system grounded in how customers actually make decisions.
Apply attention, perception, memory, motivation, emotion, trust, and perceived value to marketing choices.
Use social influence, choice architecture, and persuasion ethically across customer journeys.
Design and measure responsible behavioral experiments that improve customer experience and results.

Course content

2 sections • 11 lectures • 1h 48m total length

How Customers Actually Make Decisions9:50
This lecture explains the strategy, evidence, execution choices, quality controls, and business measurements behind how customers actually make decisions. Students apply the framework to a continuing case and complete a practical assignment.
Attention Perception Memory and Mental Availability9:55
This lecture explains the strategy, evidence, execution choices, quality controls, and business measurements behind attention, perception, memory, and mental availability. Students apply the framework to a continuing case and complete a practical assignment.
Motivation Emotion Trust and Perceived Value10:01
This lecture explains the strategy, evidence, execution choices, quality controls, and business measurements behind motivation, emotion, trust, and perceived value. Students apply the framework to a continuing case and complete a practical assignment.
Social Influence Choice Architecture and Persuasion9:51
This lecture explains the strategy, evidence, execution choices, quality controls, and business measurements behind social influence, choice architecture, and persuasion. Students apply the framework to a continuing case and complete a practical assignment.
Apply Behavioral Insight Ethically and Measure Results10:04
This lecture explains the strategy, evidence, execution choices, quality controls, and business measurements behind ethical behavioral insight and measurement. Students apply the framework to a continuing case and complete a practical assignment.

Workshop 1: The Buyer Decision Behind High-Converting Copy9:42
Work through the practical lesson: The Buyer Decision Behind High-Converting Copy. This applied study preserves the original High-Converting Copywriting - Write Words That Sell case context, then transfers its decision method to Marketing Psychology: Influence Decisions and Build Trust.

Complete Strategy Decision Brief and Customer Interview Guide. Make a specific business decision visible before selecting activities or tools. Gather evidence of real behavior and unmet needs without leading people toward your preferred solution.

Use the attached workbook to separate evidence from assumptions, compare alternatives and record an accountable next action with a review trigger. The final worked case is a separate fictional practice exercise.
Workshop 2: Research Voice of Customer and Message-Market Fit9:51
Work through the practical lesson: Research Voice of Customer and Message-Market Fit. This applied study preserves the original High-Converting Copywriting - Write Words That Sell case context, then transfers its decision method to Marketing Psychology: Influence Decisions and Build Trust.

Complete Research Question and Evidence Plan and Messaging and Proof Map. Choose research methods that can answer a specific decision question within realistic constraints. Translate positioning into messages that answer buyer questions and are backed by verifiable proof.

Use the attached workbook to separate evidence from assumptions, compare alternatives and record an accountable next action with a review trigger. The final worked case is a separate fictional practice exercise.
Workshop 3: Write Offers Headlines and Persuasive Proof9:51
Work through the practical lesson: Write Offers Headlines and Persuasive Proof. This applied study preserves the original High-Converting Copywriting - Write Words That Sell case context, then transfers its decision method to Marketing Psychology: Influence Decisions and Build Trust.

Complete Positioning Statement Builder and Copywriting Brief and Revision Sheet. Connect a defined audience and important problem to a credible differentiated value proposition. Write copy from buyer evidence and revise it for clarity, credibility, and a useful next action.

Use the attached workbook to separate evidence from assumptions, compare alternatives and record an accountable next action with a review trigger. The final worked case is a separate fictional practice exercise.
Workshop 4: Landing Pages Emails and Campaign Sequences9:43
Work through the practical lesson: Landing Pages Emails and Campaign Sequences. This applied study preserves the original High-Converting Copywriting - Write Words That Sell case context, then transfers its decision method to Marketing Psychology: Influence Decisions and Build Trust.

Complete Offer Design Canvas and Experiment Design Card. Build an offer that combines a valuable outcome, a credible delivery mechanism, and clear boundaries. Design a controlled test that can distinguish a useful mechanism from noise or wishful thinking.

Use the attached workbook to separate evidence from assumptions, compare alternatives and record an accountable next action with a review trigger. The final worked case is a separate fictional practice exercise.
Workshop 5: Edit Test and Improve Conversion Copy9:59
Work through the practical lesson: Edit Test and Improve Conversion Copy. This applied study preserves the original High-Converting Copywriting - Write Words That Sell case context, then transfers its decision method to Marketing Psychology: Influence Decisions and Build Trust.

Complete Measurement and Learning Plan and Ethical Influence Design Review. Select a small set of defined measures and use them to make decisions rather than report activity. Assess how a message or experience influences choice while preserving clarity and customer autonomy.

Use the attached workbook to separate evidence from assumptions, compare alternatives and record an accountable next action with a review trigger. The final worked case is a separate fictional practice exercise.
Workshop 6: Test Improve and Scale the Winning Offer9:46
Work through the practical lesson: Test Improve and Scale the Winning Offer. This applied study preserves the original The Irresistible Offer Blueprint - Make Customers Want to Buy case context, then transfers its decision method to Marketing Psychology: Influence Decisions and Build Trust.

Complete Experiment Design Card and Measurement and Learning Plan. Design a controlled test that can distinguish a useful mechanism from noise or wishful thinking. Select a small set of defined measures and use them to make decisions rather than report activity.

Use the attached workbook to separate evidence from assumptions, compare alternatives and record an accountable next action with a review trigger. The final worked case is a separate fictional practice exercise.

Requirements

No psychology degree is required; familiarity with basic marketing concepts is helpful.

Description

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.

Who this course is for:

Marketers, entrepreneurs, product leaders, consultants, researchers, and professionals who want deeper customer insight.

Marketing Psychology: Influence Decisions and Build Trust

What you'll learn

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Course content

Build the Complete Marketing Psychology System5 lectures • 50min

Applied Workshop Lab: Evidence, Experiments and Execution6 lectures • 59min

Requirements

Description

Who this course is for: