Have you ever wondered why we buy the things that we do and how we are being influenced to choose all our belongings, holidays, cars and any other physical or online product? Where our mindset can be tricky area to explore, this short, live, online course will empower you to become a master in understanding how people make decisions and predict, with confidence, whether a new product or service will be a hit with customers?
OUR LIVE WORKSHOP DNA
WHO IS IT FOR
This certificate program would be a fantastic match for business, advertising, marketing and media professionals, whose success is primarily measured in terms of their ability to influence, persuade and produce change. Previous intakes on similar courses have included: marketing and brand managers, sales directors, local and national government officials, client services managers, business development managers, HR professionals, CSR staff, entrepreneurs and business owners.
THE 9 APPLIED LEARNING OUTCOMES
WORKSHOP / COURSE CURRICULUM
TIME REQUIRED 5 HOURS
Attention, Memory, and Learning
1.1. We will begin with perception in marketing, how perception can be influenced by marketing techniques and how it interacts with brand image is explored.
1.2. You will become familiar with consumer’s purchasing motives and motivational conflict.
1.3. You’ll also learn about attention processes (top-down and bottom-up), and attention across the senses.
Decision Making & Behaviour
2.1. We will look at the differences between two types of campaign: information(education) and awareness and how these do, or do not, influence behaviour change.
2.2. We’ll cover the power of social influence, including the effects of social validation, the boomerang effect, descriptive and injunctive norms.
2.3. You’ll also learn about attention processes (top-down and bottom-up), and attention across the senses.
Emotion, Arousal & Information Processing
3.1. You’ll learn about emotion, mood, and affect and how they influence consumer choices, how they interact with situational factors to influence decision, and how this does not always reflect reality. Emotion in brand attachment is also discussed.
3.2. You will become familiar with components of emotions, social and self-conscious emotions, pleasantness, arousal and motivational orientation are explored with how brands can target them to create emotion. Information fluency and framing are explained alongside their effects on information processing.
3.3. You’ll begin to look at emotion in marketing strategy and how tactics can target emotion to influence consumer decision.
TIME REQUIRED 5 HOURS
Changing Experience, Colour, Aesthetics & Brand’s Personality
4.1. We will explore personality, colour & aesthetics and research relating to the effects these can have on the consumer.
4.2. You’ll learn about the ‘Big Five’ personality traits and how brands can represent these traits.
4.3. You’ll be introduced to brand personality and the dimensions of brand personality are talked about. The different types of brand concept will be explained and the differences between them and how they affect brand personality. Brand personality’s effect on brand attachment will be talked about.
Brand Identity Behaviour
5.1. You’ll be taught about brand community and examples of strong brands are talked about, as well as how social identity and brand identity interact.
5.2. 3 dimensions of brand identity, brand image and brand culture are explained.
5.3. We will discuss branding techniques for strong brand identity and how to persuade customers to follow and purchase your products
Case studies, pricing and story telling
6.1. We will cover several product and service case studies and how they have successfully implemented behavioural sciences to gain more customers and improve their brand.
6.2. Pricing, framing the product services benefits. How to ultimately create a story to galvanize your offering
6.3. TOP tips to make it in behavioural science and change
Laura is an author, lecturer, researcher, scientist and corporate consultant. Her scope of work includes investigating the psychology behind human behaviour in specific social contexts, such as consumption of goods, purchasing, decision-making, habits, etc. Laura’s work focuses on identifying the conscious and non-conscious thought patterns that influence the behaviour of interest and using them to build behaviour models that enable behaviour change, often in very complex social situations. She holds a BA in Management and Business Administration from Vilnius University, MSc in Consumer Psychology from London Metropolitan University and is a current PhD Psychology Candidate at the University College London. She is a recognised educator by the Academy of Higher Education and has been awarded the AFHEA qualification for teaching.
Laura’s insights are based on the fields of Psychology, Neuroscience, and Behavioural Science. Her training includes qualitative methods, such as Depth Interviews, Zaltman Metaphor Elicitation Technique, Q-Sorting Methodology, quantitative and behavioural methods, such as experimental surveys, behaviour modelling, bespoke behaviour measurements; and neuroscience techniques, such as electroencephalogram (EEG) and Functional Magnetic Resonance Imaging (fMRI). She has taught many undergraduate, postgraduate, and executive courses within the scope of Consumer Psychology, Behavioural Science, and Research Techniques and has consulted top global and UK brands such as Plinthit, Samsung, Goldman Sachs, Virgin Trains to name a few.
Dimitrios is a most cited and broadcasted Consumer and Business Psychologist, and Behavioural Scientist of Global renown. He consults for a series of large global corporations and brands, and is regularly invited to bring his informative, informal presentation style to keynote speeches, conferences and company meetings in both the private and public sectors around the world. He acts a regular scientific consultant for titles including the Guardian, The Times, The Daily Telegraph, Vice and Esquire, and has appeared on documentaries and human interest shows on the BBC, Sky News, Channel 4 and Channel 5.
Dimitrios was the first person to establish the field of Consumer Psychology in the UK and now expertly and influentially uses science to find out what people want and think in order to build things that are long-lasting, and more absorbing. He helps understand who the consumer is, demonstrates and provides trend forecasts for how their behaviour might shift in the future. Dimitrios has lent his distinctive approach to a range of clients in various industries: from investments banks to media broadcasters, from luxury fashion houses to the NHS.
“We know what we want and we know when we want it, but we don’t know why”. Dimitrios believes that psychology and behavioural science offers that why and thus helps to resolve day-to-day challenges and boost commercial success.
TRUSTED BY GLOBAL BRANDS:
“It was powerful. The workshop was thought provoking, inspiring, and gave our guests useful tools that could be incorporated immediately. The insights raised in his talk were not only relevant to our audience; they were delivered in a way to make them memorable and fun – look no further.”
— Colin Carroll,
Founder & CEO, LBDC
“Fascinating and practical insights into workplace and consumer behaviour. The workshop was presented to a group of over 300 providing insights to the future behaviours of consumers in our industry and the changes that we can expect in the work place. Dr. Dimitrios brings together a great mix of academic rigour, clear insight and humour – I can highly recommend.”
— Tim Sheppard,
SVP & General Manager, IQVIA
“Dr. Dimitrios has been an invaluable ally to us in helping our clients and partners understand the most complex conundrums. In the last 5 years, during times of fundamental change in consumer behaviours and motivations, it has illuminated our thinking many times.”
— Michael Brown,
Head of Insight, UM