12th Understanding Consumer Behavior and Psychology in Marketing
by Chiqui Escareal-Go
PROGRAM OVERVIEW
This course looks into how consumer beliefs influence choices or decisions using behavioral theories and concepts can be used in formulating marketing, sales and implementation plans, product/service or user design, among others, to provoke customers to make decisions toward desired actions and behaviors - something the marketing tasks of awareness, availability, trial and repeat purchase are already trying to do. This process is done with an awareness of consumer psychological risk-taking and biases and a scientific design for experimentation.
There are over 40 behavioral concepts to be discussed in 2 sessions, to give participants new ways of looking at things and new ideas to try to influence or “nudge” one’s target market to make decisions in a faster or easier way.
KEY BENEFITS TO PARTICIPANTS
Participants will:
Find new ways of understanding customers who might not be even aware of their own behaviors or desires
Be able to craft different experiments and different ways of implementing marketing and sales ideas
Develop critical thinking skills while realizing occurrences at both macro and micro levels
Appreciate their own ways of learning, thinking and doing via better self-awareness and empathetic openness to each other’s differences.
KEY BENEFITS TO COMPANIES
The sending company will:
Benefit from the new ways their teams can produce new ideas and ways of executing their marketing and sales plans
Have more customer-centric teams who not just have better understanding but also new ways of communicating to their target customers to achieve desired results
Have a team with higher critical thinking approaches to solving marketing and sales problems
Participants will:
Find new ways of understanding customers who might not be even aware of their own behaviors or desires
Be able to craft different experiments and different ways of implementing marketing and sales ideas
Develop critical thinking skills while realizing occurrences at both macro and micro levels
Appreciate their own ways of learning, thinking and doing via better self-awareness and empathetic openness to each other’s differences.
The sending company will:
Benefit from the new ways their teams can produce new ideas and ways of executing their marketing and sales plans
Have more customer-centric teams who not just have better understanding but also new ways of communicating to their target customers to achieve desired results
Have a team with higher critical thinking approaches to solving marketing and sales problems
Beliefs, Memories, and Perceptions
Choice Environment and Heuristics
The Process of Experimentation
6 Steps to Operationalize BE in your Company
A/B Testing Methods and cases
The ethics behind nudging
Using BE for Change: Influencing for positive action
Over 20 industry cases to help you apply concepts in your own industry (subject to change without prior notice):
Airline, Appliance, Automotives, Banks, Detergent, Dining, Education, Finance, FMCG, Food and Beverage, Furniture, Gaming, Healthcare, Hotel, Investment, Mattress, Media, Military, Non-profit, Pet stores, Print, Restaurant, Social Media, Supermarket, Tobacco, Technology, and Watches.
Schedule
April 3 & 4, 2025 | 1:30PM - 4:30PM
Methodology
Besides the lectures with case examples and AVPs, there will be class discussions and workshops, for immediate application.
Who Should Attend
This program is ideal for marketers of all levels who need new lenses in crafting ideas to increase sales, to make things happen for the consumer and the brand.

Chiqui Escareal-Go
CEO and Chief Behavioral Strategist
Author/Co-Author/Editor if 10 books in marketing, entrepreneurship and anthropology
Finished the Advanced Management Program 2018 (IESE Business School New York and Barcelona)
Executive Scholar in Marketing and Sales (Kellogg Business School, Northwestern University)
Took advanced marketing programs at Columbia Business School (CEIBS campus), Harvard Business School, University of California-Berkeley
Certified Master Coach (by the Behavioral Coaching Institute) and Certified Appreciative Inquiry Training Facilitator (by Company of Experts USA)
Go Negosyo Enabler Awardee 2014; ASEAN Women Entrepreneurs Network Awardee 2015
Former Chair of the Women’s Business Council Philippines
M.A. in Anthropology, University of the Philippines / M.A. in English Language and Literature Teaching, Ateneo de Manila University
Author/Co-Author/Editor if 10 books in marketing, entrepreneurship and anthropology
Finished the Advanced Management Program 2018 (IESE Business School New York and Barcelona)
Executive Scholar in Marketing and Sales (Kellogg Business School, Northwestern University)
Took advanced marketing programs at Columbia Business School (CEIBS campus), Harvard Business School, University of California-Berkeley
Certified Master Coach (by the Behavioral Coaching Institute) and Certified Appreciative Inquiry Training Facilitator (by Company of Experts USA)
Go Negosyo Enabler Awardee 2014; ASEAN Women Entrepreneurs Network Awardee 2015
Former Chair of the Women’s Business Council Philippines
M.A. in Anthropology, University of the Philippines / M.A. in English Language and Literature Teaching, Ateneo de Manila University