💼 Workplace Skills
Consumer Purchasing Psychology
⏱ Training hours2 hours
🏢 FormatOn-site delivery · Customized design
👤 InstructorJohn Kim
✅ Key OutcomeBuild a sales mindset and practical methodology
The “Consumer Buying Psychology” course is a 2-hour corporate training program in the Business Skills category, delivered by Nanum Consulting (CEO John Kim). Key topics include the 7 principles of consumer buying psychology and how people make decisions.
Who is this course for?
This course suits practitioners and leaders at companies and institutions that need business skills. It is especially recommended for organizations aiming to build basic knowledge of consumer buying psychology and motivate their teams.
What will you learn?
- Learn the fundamentals of consumer purchasing psychology and get motivated to apply them
Curriculum
Module 1: The 7 Principles of Consumer Buying Psychology
- Reciprocity
- Information Gap Theory
- Social Proof
- FOMO / Fear of Missing Out
- Loss Aversion
- The Paradox of Choice
- Decoy Effect
- (Appendix) Users vs. Purchase Decision-Makers (Power Structure)
Module 2: How People Make Decisions
- Differences in Buying Behavior Between Women and Men
- PLC (Product Life Cycle) and Shelf Placement
- Users vs. Purchase Decision-Makers
- Why Baby Food for Seniors Doesn’t Sell (Patricia Moore)
- Maslow’s Hierarchy of Needs
- The Halo Effect (TV Panel Lawyers, Ad Models)
- Expectations and Perceived Performance
- The Psychology of Coupons
Expected results / After the course
- Build a sales mindset and practical methodology
On-site training references
Samsung ElectronicsHyundai Heavy IndustriesHankook TireSME Honam Training InstituteSME Training Institute (FKI)Cheonan SME Training InstituteYonsei UniversitySangmyung UniversityChungbuk TechnoparkHanwha ResortNongHyupChungbuk National University Career Support CenterKyungnam UniversityKumho TireHarim Co., Ltd.Korea Academy ConsultingSMBA Startup AcademySunjin Co., Ltd.Revodix Co., Ltd.Electronic TimesOasisThe K InsuranceCredit UnionGwangju Institute of Science and TechnologyHanuri Open EducationBoryung BreweryDong-A Socio GroupBGF365ENMDaegu Scale-up Huband more
About the instructor
John KimInstructor John Kim, author of “B2B Marketing Design” and CEO of Nanum ConsultingView profile →
Related courses
We tailor this course to your company
From diagnosis to execution — Nanum Consulting
FAQ
This course suits practitioners and leaders at companies and institutions that need business skills. It is especially recommended for organizations aiming to build basic knowledge of consumer buying psychology and motivate their teams.
“Consumer Buying Psychology” is a customized corporate course in the Business Skills category. Its 2-hour format is delivered on-site or online to fit your company’s needs.
Yes. We tailor the curriculum to your organization’s goals and real work situations. Both in-person and online delivery are available.
Consumer Purchasing Psychology
Training objectives
- Learn the fundamentals of consumer purchasing psychology and get motivated to apply them
Expected results
- Build a sales mindset and practical methodology
Curriculum
Module 1Module 1: The 7 Principles of Consumer Buying Psychology
- Reciprocity
- Information Gap Theory
- Social Proof
- FOMO / Fear of Missing Out
- Loss Aversion
- The Paradox of Choice
- Decoy Effect
- (Appendix) Users vs. Purchase Decision-Makers (Power Structure)
Module 2Module 2: How People Make Decisions
- Differences in Buying Behavior Between Women and Men
- PLC (Product Life Cycle) and Shelf Placement
- Users vs. Purchase Decision-Makers
- Why Baby Food for Seniors Doesn’t Sell (Patricia Moore)
- Maslow’s Hierarchy of Needs
- The Halo Effect (TV Panel Lawyers, Ad Models)
- Expectations and Perceived Performance
- The Psychology of Coupons
About the instructor
John Kim, Lead Instructor
10 years in industry · 15 years teaching (3,000+ lectures)
Education
· MBA (advanced major: Marketing), Korea University Graduate School of Business (graduated)
· Sungkyunkwan University Consultant Program (completed)
· Sogang University Graduate School of Business, Short-Term MBA (completed)
· Seoul National University Lifelong Education Instructor Development Program (completed)
· Chung-Ang University, B.A. in English Language and Literature (graduated)
Experience
· Current: CEO, Nanum Consulting
· Formerly at Hyosung Corp., Daeduck Electronics and Shinhan Diamond: overseas assignments and strategic planning (10+ years)
· Current partner instructor, Expert Consulting
· Current: Partner instructor, PSI Consulting
· (Current) Partner instructor, Korea SMEs and Startups Agency and SME Training Institute
Credentials and publications
· Certified consultant
· Certified teacher
· Completed official IDEO Design Thinking training
· B2B Marketing Design (1 Apr 2025)
· The Chinese Diamond Tool Market: Present and Future (co-authored, Korea Tool Association)
· Battles That Changed History and Innovative Weapons (in progress)