6th Psychology of Marketing


At the heart of marketing and selling is the key understanding of the consumer’s wants and needs

and translating those into brand messages

that influence purchase decisions.


But what exactly drives consumers’ decisions?


What makes them prefer a brand to another based

on packaging, color, and name? 


6th Psychology of Marketing

Strategies and Techniques in Influencing Consumer

Behavior and Purchase





February 26, 2019

8:30 AM to 5:30 PM


Astoria Plaza Escriva Drive, Ortigas Center, Pasig City



REGISTER NOW! CALL US AT

877-6502 | 832-1409

(Globe) 0917-3257870

(Smart) 0919-6142598

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We accept all major credit cards.”

Major Credit cards

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Learning Session Description

This learning session will reveal human behaviors, proven by science and research, which affect how people make decisions in the mall, supermarket or any store. Key principles in the field of Psychology such as Cognition, Perception, Happiness Index, Fear Factor, and Anxiety will be examined to analyze the effectiveness of popular TV Ads, Billboards, Posters, and Social Media. These will be presented during focused hands-on exercises. 


At the end of the learning session, participants are expected to have a more deliberate and strategic appreciation on what kind of Marketing Techniques and Tactics work for a specific buyer and context.

Learning Session Objectives

The specific objectives of this unique fun-filled learning experience are:

    • Questions that will be addressed in this fun-filled learning experience are:


    • Why do prices of products often end with a 9 (ex. P299)?


    • Why did Uber enable credit card payments only when it was first launched? 


    • Is a buy-one-take-one scheme better than a discount offer?  


    • Why is Safeguard’s “superior skin-germ protection” one of the best taglines ever? 


    • Why do some restaurants deliberately offer an item in their menu so cheap that they seem to     lose money selling it? 


    • Why do we associate brands with black color as expensive and yellow ones as affordable?


Learning Session Outline

Session 1: Neurons and Hormones: How does Psychology Affect Purchase Decisions?

Primer on Perception and Cognition: Brains automatically wired to think of survival


Dopamine, Serotonin, Oxytocin: Why chemicals in our bodies that matter a lot


Way to Create a Holistic Marketer’s Mindset 


Session 2: Introduction to Behavioral Economics

The Utility Theory Are humans risk-averse or risk-lovers?


The Economics of Happiness: What makes people happy?


The Behavioral Game Theory


Session 3: Pricing Strategies and Tactics

Key Concepts on Numerical Perception


Odd Pricing vs. Rounding Off Techniques


The Power of Number 9 The Science of Discounts, Freebies, and Buy-One-Take-One Schemes


The IKEA Effect: People highly value self-created items


Price Affects Value: Do expensive wine really taste better?  


Session 4: The Irrationality of Consumers’ Purchasing Decisions, Part 1 

The Endowment Effect


The Acquiescence


Availability Bias


The Decoy Effect


The Reciprocity


Session 5: The Irrationality of Consumers’ Purchasing Decisions, Part 2 

Consistency Foot-In-the Door


Loss Aversion


Conformity


Propinquity Effect


Session 6: The Psychology of Packaging and Color

Avoidance of Blue-colored Food: The Effect of Colors on Consumption


All about the Packaging: How Fonts and Icons affect Buyers’ Decision


Analysis of Global Brands: Packaging and Color Schemes


Session 7: The Psychology of Advertising and Communication

The Triumvirate Dimensions of Advertising: Context, Timing and Channel


The Power of Focus in crafting your brand’s RTB (Reason to Believe)


Case Studies and Global Best Practices


Session 8: Psychological Formula and Templates in Launching and Growing a Brand

Pre-launch Mindset and Behavioral-shaping


The Use of Celebrities and Key Opinion Leaders in Endorsement of Marketing Brands


Scaling, Cross-Selling and Line Extensions: What makes Brands stand alone and other Brands need to be in a family?


Learning Session Process

This session will utilize a variety of proven adult learning techniques to ensure maximum understanding, comprehension and retention of the information presented. This includes discussions, presentations and mini-exercises.

Learning Investment for this 1-Day Learning Session:


Reserve your seats NOW and SAVE P3,000


(Pay on or before January 26, 2019)

Group Rate

(Minimum of 3 Participants)


P 10,998 + VAT

BFF Rate

(Minimum of 2 Participants)


P 11,998 + VAT

Super Saver Rate

P 12,998 + VAT

Pay on or before

January 26, 2019

Early Bird Rate

P 14,498 + VAT

Pay on or before

February 09, 2019

Regular Rate

P 15,998 + VAT

Pay on or before

February 10, 2019


LEARNING INVESTMENT INCLUDES: A “Fun-filled” learning experience,

complete with Learning Manuals, certificates and freebies! plus…

AM Snacks, Sumptuous Buffet Lunch and PM Snacks!

Rave Reviews

Some of the rave reviews from the previous run of 

The Psychology of Marketing: Strategies and Techniques

in Influencing Consumer Decisions

“Jonathan Yabut can easily be approached. Can be easily understood, the way he discuss the topic. I liked best the discussion about visual and price; exercise (application of topics being discussed). It was properly organized and everyone from ARIVA is approachable.”


– Lonavie C. Quimbo

“I liked best the Do’s and Don’t’s in Marketing. Jonathan Yabut is very entertaining and knowledgeable. ARIVA did a good job in text reminders.”


– Ma. Cristina V. Cone

“Jonathan Yabut is very engaging. Gives a lot of case studies/ examples. Very knowledgeable on the topic. It is good that you give reminders thru text and email before the event.”

– Myrabelle V. Cacho

“Advertising tactics and consumers behaviour were what I liked. You’re all niceJ and approachable. Congratulations! It’s a job well done.”

– Mary Rose Lila

“Excellent Job Jonathan. Your insights are very relevant in today’s consumers and the marketers like us. I liked the expertise of Jonathan on the topic and the subject matter itself.”

– Maria Jerlyn A. De Leon

“It was a well summarized presentation, solid examples and stimulating/ engaging videos. Jonathan Yabut is a great facilitator. I truly enjoyed the learning session.”

– Katherine G. Imbuido


“Very relevant examples and exercises from the speaker. Jonathan Yabut is very effective, energetic and accommodating.”

– Bernadette Lazo

Program Developer / Facilitator

Jonathan Allen Yabut

Season 1 Winner “The Apprentice Asia”

Motivational Speaker and Asia’s Millenial Guru

Partner Speaker and Consultant,

ARIVA Academy Philippines, Inc.

Jonathan Yabut is the Season 1 Winner of the hit Asian reality TV show, The Apprentice Asia. For winning the show, he served for 1 year as Chief of Staff of AirAsia reporting directly to Malaysian business mogul, Tony Fernandes.

Jonathan is a multi-awarded marketer and HR professional with over 10 years of experience in

telecommunications, pharmaceutical and aviation industries. In 2012, he was among the top 7 marketers of the Philippines under the age of 35 to receive the Mansmith Young Market Masters Awards.

Jonathan today is Asia’s leading motivational speaker on topics involving leadership, Gen Y, and career management for Fortune 500 companies. He is also the author of Southeast Asia’s 2015 best-selling motivational book, “From Grit to Great”. He is based today in Kuala Lumpur as the, founder and managing director of his management consultancy firm, The JY Consultancy & Ventures Group.


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NOTES:


Prepaid participants are guaranteed to have seats and Learning Session materials


  • Please take note that seats for this learning event are limited. On-site payment is highly discouraged. Participants who settled their registration fee prior to the day of the event will be guaranteed to have seats and learning materials.
  • Walk-in participants and those who have reserved seats but will only pay on the day of the event shall be on the waiting list. Seats and learning materials shall be subject upon availability.
  • ARIVA Academy Philippines, Inc. reserves the right to refuse participants unfavorable to our organization.
  • We reserve the option to cancel or reschedule a learning event if the minimum number of participants is not met.


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We accept all major credit cards.”

Major Credit cards

We just made attending our learning events more convenient for you and your

company. Paying is now faster and easier.. just one swipe away!

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  • Cancellations made a day before or no-show during the learning event will be charged 50% of regular rate as administrative fee and hotel reservation fee. However substitution may be made at any time before the learning event.
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