Market Understanding

Consumer Behavior and Psychology in Marketing [INTERMEDIATE]

By : Chiqui Escareal-Go 

How do consumers really make decisions? Are there ways to anticipate or influence emotional and psychological levers that trigger a response or action?  Do we even know where to begin beyond numbers in sales reports?

In a perfect world of data and technology, all you need are available information and algorithms that can conveniently predict what a person would click, buy, download, browse, or share, or even know the when, where and how of a customer’s buying journey.

While access to information (therefore research and development) has become easier and faster, understanding consumer behavior for that big insight has remained challenging – we may know the what’s and the how much in any transaction but not always the why’s, sometimes even the customers themselves are unsure of their reasons for doing or buying.

Beyond what the data and digital access that can predict trends and patterns, the 21st-century marketer, therefore, must also try to understand and be ready for the many nuances, irrationalities, inconsistencies, and surprises that can happen in any customer journey.  

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 days, 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.

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 others’ 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                                                                                


  • 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.


Module 1: Understanding customer behaviors

  • Beliefs, Memories, and Perceptions

  • Choice Environment and Heuristics

Module 2: Behavioral Economics as a template for new ideas and innovation

  • The Process of Experimentation

  • 6 Steps to Operationalize BE in your Company

  • A/B Testing Methods and cases

Module 3: Nudge for good

  • The ethics behind nudging

  • Using BE for Change: Influencing for positive action

Over 20 industries to inspire you to apply concepts in your own industry:

  • Airline

  • Bath, Shampoo, Skincare

  • Clothing

  • Dining

  • Digital Photography

  • E-commerce

  • Education

  • Energy

  • Finance

  • FMCG

  • Food and Beverage 

  • Gaming

  • Government

  • Healthcare

  • Hotel

  • HR Predictive Analysis

  • Investment

  • Market Research

  • Military

  • Poster

  • Real Estate

  • Restaurant

  • Supermarket

  • Technology

Besides the lectures with case examples and AVPs, there will be pre-work, class discussions and workshops, for immediate application.
(Note: To maximize learnings, the class size is limited to the first 20 confirmed participants, please apply early


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)