Buyer Decision Making: Behaviour, Influence And Ethics

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Buyer Decision Making: Behaviour, Influence And Ethics

This course is part of The Science Of Sales: Behavioural Insights And Psychology Specialization

Instructor: The Expert Academy

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4 modules

Gain insight into a topic and learn the fundamentals.

Intermediate level

Recommended experience

8 hours to complete

Flexible schedule

Learn at your own pace

4 modules

Gain insight into a topic and learn the fundamentals.

Intermediate level

Recommended experience

8 hours to complete

Flexible schedule

Learn at your own pace

What you'll learn

Analyse how cognitive bias and assumptions affect buyer decisions.
Apply decision-making and problem-solving techniques to sales situations.
Explain how behavioural economics principles influence buyer confidence and hesitation.
Use framing, anchoring and evidence to clarify value ethically.

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This course is part of the The Science Of Sales: Behavioural Insights And Psychology Specialization

When you enroll in this course, you'll also be enrolled in this Specialization.

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Gain a foundational understanding of a subject or tool
Develop job-relevant skills with hands-on projects
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There are 4 modules in this course

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.

This module strengthens your ability to make clearer, more structured decisions in complex sales and influence situations. You will explore how decision-making frameworks help you analyse problems, compare options and avoid reactive judgment. By improving how you define problems, evaluate evidence and select appropriate actions, you will be better equipped to understand buyer hesitation, support informed choices and guide conversations with confidence.

What's included

6 videos3 readings2 assignments

6 videosTotal 38 minutes

Understanding Prioritisation In Leadership8 minutes
The Eisenhower Matrix: A Proven Prioritisation Framework9 minutes
The ABCDE Method: Simplifying Task Prioritisation8 minutes
Balancing Urgency And Importance5 minutes
Overcoming Common Prioritisation Challenges5 minutes
Building A Culture Of Strategic Prioritisation4 minutes

3 readingsTotal 30 minutes

Lesson Descriptions: Decision Making And Problem Solving10 minutes
Worksheet: Decision Making And Problem Solving10 minutes
Project: Problem-Solving Strategy Reflection10 minutes

2 assignmentsTotal 60 minutes

Decision Making And Problem Solving Knowledge Check30 minutes
Applying Decision-Making Strategies30 minutes

This module introduces psychological negotiation techniques that help you understand motivation, manage competing priorities and create more constructive sales conversations. You will explore how bias, perception and framing influence negotiation behaviour, especially when buyers are uncertain or protective of their interests. By applying practical negotiation strategies, you will learn how to create value, manage resistance and guide discussions towards mutually beneficial outcomes.

What's included

6 videos3 readings2 assignments

6 videosTotal 44 minutes

Negotiation Styles And Strategies9 minutes
Cognitive Biases In Negotiation9 minutes
Emotional Intelligence In Negotiation9 minutes
Power Dynamics In Negotiation 6 minutes
Cross-Cultural Negotiation5 minutes
Ethical Considerations In Negotiation 5 minutes

3 readingsTotal 30 minutes

Lesson Descriptions: Negotiation Psychology And Buyer Motivation10 minutes
Worksheets: Negotiation Psychology And Buyer Motivation10 minutes
Project: Mastering Negotiation Skills10 minutes

2 assignmentsTotal 40 minutes

Negotiation Psychology Knowledge Check30 minutes
Applying Negotiation Psychology Strategies10 minutes

This module explores how psychological insight can strengthen your ability to influence thinking, behaviour and decision making. You will examine how motivation, trust, communication and group dynamics affect how people respond to ideas and recommendations. In a sales context, these insights help you understand the human factors behind buyer alignment, stakeholder confidence and decision momentum.

What's included

6 videos3 readings2 assignments

6 videosTotal 41 minutes

Introduction: Psychological Dynamics Of Power And Influence9 minutes
Leadership Through The Lens Of Social Psychology6 minutes
Psychological Strategies For Persuasive Communication6 minutes
Psychological Underpinnings Of Leadership Styles6 minutes
Cultural Psychology In Leadership6 minutes
Psychological Dimensions Of Ethical Leadership And Social Responsibility8 minutes

3 readingsTotal 30 minutes

Lesson Descriptions: Psychological Insights For Influence10 minutes
Worksheets: Psychological Insights For Influence10 minutes
Project Title: Create Your Own Leadership Influence Strategy10 minutes

2 assignmentsTotal 60 minutes

Psychological Influence Knowledge Check30 minutes
Applying Psychological Influence Strategies30 minutes

This text-based module introduces the behavioural economics principles that shape buyer decisions in sales contexts. You will explore how cognitive bias, anchoring, framing, loss aversion, scarcity, social proof and reciprocity influence the way buyers assess value and risk. By understanding these decision patterns, you will learn how to guide buyer choices ethically, frame options responsibly and support confident decision making without manipulation.

What's included

6 readings2 assignments

6 readingsTotal 60 minutes

Lesson Descriptions: Behavioural Economics In Buyer Decisions10 minutes
How Behavioural Economics Explains Buyer Decisions10 minutes
Cognitive Bias And Sales Decision-Making10 minutes
Anchoring, Framing And Loss Aversion In Sales10 minutes
Social Proof, Scarcity And Reciprocity10 minutes
Choice Architecture And Ethical Decision Guidance10 minutes

2 assignmentsTotal 60 minutes

Behavioural Economics Knowledge Check30 minutes
Applying Behavioural Economics Strategies30 minutes

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Instructor

The Expert Academy

16 Courses1,096 learners

Offered by

The Expert Academy

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Frequently asked questions

To access the course materials, assignments and to earn a Certificate, you will need to purchase the Certificate experience when you enroll in a course. You can try a Free Trial instead, or apply for Financial Aid. The course may offer 'Full Course, No Certificate' instead. This option lets you see all course materials, submit required assessments, and get a final grade. This also means that you will not be able to purchase a Certificate experience.

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