Skip to Content

14th Understanding Consumer Behavior and Psychology in Marketing

by Chiqui Escareal-Go

Asia/Manila
Add to calendar:
iCal Outlook Google Agenda

PROGRAM OVERVIEW                                                                               

This one-day program examines how consumer beliefs, perceptions, and biases influence purchase and usage decisions; and how marketers can apply behavioral theories to guide those decisions with greater precision and empathy. Using these frameworks, participants learn to formulate marketing, sales, and implementation plans, as well as product and user design, that work with the consumer's often irrational decision-making rather than against it.

The program integrates psychological risk-taking, cognitive bias awareness, consumer coping frameworks, and a scientific approach to experimentation. In this edition, these tools are applied with a special focus on how global tensions, supply disruptions, and economic uncertainty amplify irrational consumer behavior — and what that means for marketers who need to stay relevant, reassuring, and commercially effective.

(Note: Class size is limited to 20 participants. Apply early.)

KEY BENEFITS FOR PARTICIPANTS

Participants will:

  • Gain new frameworks for understanding customers — including those unaware of their own shifting behaviors, fears, or desires
  • Design experiments and marketing interventions that work in both stable and volatile demand environments
  • Build critical thinking skills that connect macro disruptions to micro consumer decisions
  • Apply behavioral economics tools to a wide range of consumer mindsets — from aspirational to anxious, from rational to fear-driven
  • Strengthen self-awareness and empathy for more effective leadership, collaboration, and consumer connection

KEY BENEFITS FOR COMPANY

The sending company will:

  • Gain teams that generate fresh, executable ideas — and know how to adapt them when market conditions shift
  • Build deeper customer-centricity with clearer thinking on solving real marketing and sales problems
  • Develop stronger critical thinking and insighting capabilities across the team
  • Create institutional capacity for rapid experimentation and strategy pivots in uncertain environments
  • Sustain competitive advantage through brand trust and consumer loyalty — even in turbulent times

MODULE 1
Consumer Psychology in Disrupted Environments: Beliefs, Perceptions & Memories

MODULE 2
Choice Architecture and Biases Under Stress + Pricing Psychology

MODULE 3
Consumer Coping Behavior Framework (during  Disruptions)

MODULE 4
Behavioral Economics as a Strategic Toolkit: 6-Step BE Framework, Experimentation & Nudge

Some industries to be cited for the application of concepts:

Airline, Appliance and department stores, Bicycles/Vehicles, Charity, Digital Photography, E-commerce, FMCG, Food and Beverage, Insurance/Investments, Lottery/Gambling, Media, Medicines and Vaccinations, Military, Mobile phones, Restaurant, Sin Products, Supermarket, Watches

 



Who Should Attend

Ideal for marketers at all levels who need sharper tools for connecting brands to consumers and driving sales. Sales teams, brand and category managers, and change management or innovation groups will equally benefit from the behavioral science and psychology concepts covered.

Methodology

This program applies adult learning principles through diverse, real-world case examples drawn from multiple industries — so participants can immediately connect insights to their own products and markets. Sessions combine short lectures, class discussions, and hands-on workshops designed for direct application.

Schedule & Location

August 4, 2026
9:00AM - 5:00PM

Ortigas Center, Pasig City



SPEAKER

Chiqui Escareal-Go

CEO and Chief Behavioral Strategist

  • Co-author/editor of 10 marketing and entrepreneurship books
  • Former  Chair of the Women’s Business Council Philippines
  • Executive Scholar in Marketing and Sales (Kellogg Business School, Northwestern University)
  • Finished the Advanced Management Program (IESE Business School New York and Barcelona)
  • Took advanced marketing programs at Columbia Business School (CEIBS campus), Harvard Business School, University of California-Berkeley
  • Certified Executive Coach (by the Behavioral Coaching Institute) and Certified A.I. Training Facilitator (by Company of Experts USA)
  • Awarded one of the Top Filipina Entrepreneurs 2011 (Trailblazer category), Go Negosyo Enabler Awardee 2014 and ASEAN Women Entrepreneur Network Awardee 2015
  • Graduated from De La Salle University with a double degree in Communication Arts and Marketing Management (Accelerated Program)
  • Graduated MA in English Language and Literature Teaching from Ateneo de Manila University
  • Graduated M.A. in Anthropology at the University of the Philippines