Understanding Consumer Behavior and Psychology in Marketing

by Chiqui Escareal-Go

Registrations are closed

Take advantage of this special course happening on October 20-21!

This short course looks into how consumer beliefs, perceptions and biases influence choices, or purchase and usage decisions by applying behavioral theories and concepts.   With this understanding and the tools presented here, the marketer is able to formulate marketing, sales and implementation plans, product/service or user design, among others, that are able to guide the decision making process of the consumers who are more often irrational than intentional.  This process is done with an awareness of consumer psychological risk taking and biases and a scientific design for experimentation.  

Participants will:

  • Find new ways of understanding customers who might not be even aware of their own behaviors or desires

  • Be able to craft 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 others’ differences or biases

The sending company will:

  • Benefit from the new ways their teams can produce new ideas and new ways of executing 

  • Have more customer-centric teams with deeper understanding and clarity on providing total  solutions to marketing and sales problems

  • Have a team with higher critical thinking and better insighting approaches                                  


  • Beliefs, Perceptions and Memories

  • Choice Environment, Heuristics and Biases

  • 6 Steps to Operationalize BE in your Company

  • The Process of Experimentation

  • Nudge for good

  • Airline

  • Appliance and department stores

  • Bicycles/Car

  • 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


October 20 & 21, 2022
9:00AM - 12:00PM

Past Attendee

Top Management (6.67%), Directors (13.33%), Managers (33.33%), Supervisors                                 (20.00%), Support Team (26.67%) 

Who Should Attend

This program is ideal for marketers of all      levels who need new lenses in crafting                                         ideas to increase sales and effortlessly                                       connect the consumer and the brand. Sales                               teams or change management groups can                             also benefit from the behavioral science                                 and  psychology concepts to be discussed. 


Lectures with case examples, pre-work, class discussions, and workshops for                                            immediate application.

Targeted Competencies

Consumer Behavior
Supply and Demand
                              Adaptive Planning
                              Critical Thinking

Chiqui Escareal-Go

CEO and Chief Behavioral Strategist
  • Co-author/editor of 9 marketing and entrepreneurship books

  • Former Chair of the Women’s Business Council PH 

  • Finished the 1-year Advanced Management Program (IESE Business School New York and Barcelona)

  • Executive Scholar in Marketing and Sales (Kellogg Business School) 

  • Took advanced marketing programs at Columbia Business School (Ceibs campus), Harvard Business School, University of California-Berkeley, IESE (New York) 

  • Certified Master Coach (by the Behavioral Coaching Institute) and Certified A.I. Training Facilitator (by Company of Experts USA) 

  • One of the Top Filipina Entrepreneurs 2011 (Trailblazer category) 

  • Go Negosyo Enabler Awardee 2014; ASEAN Women Network Awardee 2015 

  • Has an M.A. in Anthropology, University of the Philippines (thesis pending) 

Date & Time
October 20, 2022
Start - 9:00 AM
October 21, 2022
End - 12:00 PM Asia/Manila

Live via Zoom

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--Live via Zoom--

Chiqui Escareal-Go

--Chiqui Escareal-Go--

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