Why do we choose certain products, brands, or services? Are our decisions truly rational - or are they guided by emotions, unconscious shortcuts, and carefully crafted messages?

The workshop “Psychology of Consumer Behavior” is designed for everyone who wants to gain a deeper understanding of how the consumer’s mind works and how psychological principles can be applied in creating successful products, brands, and marketing campaigns. Over the course of three sessions, participants will explore what drives buyers and how experiences are shaped to lead to purchase decisions—through theory, practical examples, and group work.

The workshop combines theoretical knowledge, analysis of well-known campaigns, and hands-on exercises. Each day also includes space for discussion, as the exchange of ideas and experiences opens new perspectives.

What to expect:

  • Day 1 - Why do we buy?
    Discover the emotional triggers behind behavior, cognitive shortcuts, and mechanisms such as framing, priming, and loss aversion. We will analyze brands, products, ads, and campaigns through the lens of the psychological methods they employ.

  • Day 2 - The best tools for marketers
    Learn how to apply Cialdini’s 6 principles of influence and get introduced to concepts from Rolf Dobelli’s book Clear Thinking. Through group exercises and product pitching, you will test how these principles work in practice.

  • Day 3 - From psychology to strategy
    See how insights from consumer psychology can be integrated into broader business and marketing strategies. You will work in teams to create campaigns and discuss the crucial question: where is the line between smart marketing and manipulation?

Additional Information

  • Duration: 3 sessions × 2 hours

  • Group size: maximum 20 participants (in-person limited to 9)

  • Small groups ensure quality and an individual approach

  • Certificate: all regular participants receive an official Molèn Academy certificate

  • Price: €520 + VAT 

  • Payment: possible in two installments (except for last-minute registrations)

  • New dates: November 17 and 24, and December 1 (from 18:00 to 20:00)

LECTURER
Predrag Topić - Co-founder Pokretach