From Know to Yes Part 1: The Internal Life of the Customer

Course description

Do you know what your product or service MEANS to your customers? The answer might surprise you.

Michael is the author of the most widely-used book on Consumer Behavior in the world. He's helped Fortune 500 companies for over 30 years to figure out what makes their customers tick. Now, he's bringing cutting-edge research on why people buy from the ivory tower to your kitchen table.

You'll learn how to apply insights from research on consumer behavior to your business. You will see your customer in a new way.

Do you know why

  • Some consumers tattoo brand logos on their bodies?
  • Your customers would rather learn about your business from Facebook "friends" they've never met than from you?
  • Marketers are borrowing techniques from neuroscientists to peer deep into our brains and learn how consumers really react to products?
  • Subtle cues in the store environment of which the shopper is unaware lead him/her toward some products and away from others?

This free course provides an overview of major issues in consumer behavior and shows you why it's vital for your business to understand these.

The courses that follow do a deep dive into these topics. They provide an informative and entertaining overview of consumer behavior that will allow you to see your customer in a new way.

Each course consists of seven modules, and each module provides a treasure trove of actionable content. Learn today how you can understand your customers tomorrow.


Reviews (1)

I have run my own business for 40 years, the principals put forward in this course are a roadmap to success.

by Charles Bartler

I have run my own business for 40 years, the principals put forward in this course are a roadmap to success.

by Charles Bartler

MIchael R. Solomon, Ph.D.

MIchael R. Solomon, Ph.D.

Professor of Marketing and Consumer Behavior Expert

We buy what we are and we are what we buy.

Michael “wrote the book” on understanding consumers. Literally. Hundreds of thousands of business students have learned about Marketing from his books including Consumer Behavior: Buying, Having, and Being -- the most widely used book on the subject in the world.

Much in demand as a keynote speaker, Michael often is asked to provide briefings to global executive teams who want significant increases in their bottom line and who understand that’s accomplished by a deeper connection with their customers.

Michael’s mantra: We don’t buy products because of what they do. We buy them because of what they mean. He advises global clients in leading industries such as apparel and footwear (Calvin Klein, Levi Strauss, Under Armour, Timberland), financial services and e-commerce (eBay, Progressive), CPG (Procter & Gamble, Campbell’s), retailing (H&M), sports (CrossFit, Philadelphia Eagles), manufacturing (DuPont, PP&G) and transportation (BMW, United Airlines) on marketing strategies to make them more consumer-centric. He regularly appears on television shows including The Today Show, Good Morning America and CNN to comment on consumer issues, and he is frequently quoted in major media outlets such as The New York Times, USA Today, Adweek and Time.

As a Professor of Marketing (in the Haub School of Business at Saint Joseph’s University in Philadelphia) and an industry consultant, Michael combines cutting-edge academic theory with actionable real-world strategies. He helps managers get inside the heads of their customers so they can anticipate and satisfy their deepest and most pressing needs – today and tomorrow. An executive at Subaru said it best: “The man is a scholar who is current and street-wise.”


+1 (334) 787-1614

Course Includes

2 Videos

0.3 hrs

Course Curriculum

Sample Module from Course 1: How High Tech is Changing the Way Customers Perceive Reality

Why Should I Take This Course? An Overview