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Introduction
Why this program
About this program
Practical Information

Start date
3 juni 2026
Duration
3 days
Language
Dutch
Costs
€ 3900
Modular
Schedule
Online kick-off and 3 on-campus days

Introduction

Customers are busy, critical, and easily distracted. They compare, scroll, hesitate, and abandon just as easily as they engage. Meanwhile, influence is becoming more visible: personalization, platforms, and algorithms increase the impact of small design choices and the responsibility that comes with them. Those who approach customer behavior solely from a “rational” perspective miss what really drives it: perception, emotion, social influence, and habit formation.

In this module, you will look into the mind of your customer. You will unravel how perception, emotion, social influences, and habitual behavior drive choices, and translate those insights into sharp marketing and communication strategies.

From framing and choice architecture to nudging: you will learn how to use responsible influence to improve customer experience and build lasting loyalty. We work with current cases from both the business world and the public domain, reconstruct customer journeys, and design interventions that create value for both the customer and the organization.

Participant profile

For professionals who want to understand customer choices and influence them responsibly in both commercial and public contexts.

You are looking for clear behavioral principles and practical tools to design and test customer journeys and campaigns, with measurable effects on perception and loyalty.

Why this program

What makes this program unique?

From attention to action: you translate perception, emotion, and social proof into choice architecture and micro-interventions that reduce friction and increase conversion, experience, and loyalty.
Behavioral psychology × marketing × ethics: you use framing, nudging, and habit design responsibly so that influence remains transparent and delivers value for both the customer and the organization.
Cross-sector case studies: public and private examples, so you learn to translate them to your reality.
Small-scale and interactive: peer review, reflection, and critical dialogue with faculty and fellow participants.
Top lecturers: leading academics and practical experts (psychology, organizational science, economics, marketing) who translate scientific depth into your current organizational issues.

What will the program bring you?

Leveraging psychological drivers for better conversion, experience, and loyalty.

Applying ethical influence with clear preconditions.

Designing choice architecture and customer journeys and testing them with experiments and data.

Translating interventions into measurable results: clear KPIs, hypotheses, and impact measurement.

About this program

From behavioral insight to responsible growth in marketing and customer experience

In marketing and consumer behavior, it is rarely about “the best message,” but about the best context: which stimulus, which sequence, which social norm, which default makes the desired behavior easier?

In this module, you will connect behavioral psychology to marketing, communication, and customer experience. You will discover how perception, emotion, habitual behavior, and social proof influence choices, and how you can respond to this with transparent and responsible influence. From framing and nudging to ethical influence: you will learn how behavioral insights create value - for your customer and your organization.

You will work with recognizable cases from commercial and public contexts, reconstruct customer journeys, and design interventions that create value for both the customer and the organization. You will go home with a sharper behavioral diagnosis, a set of design principles, and an initial plan for experiments and impact measurement in your own practice.

You will learn to recognize the psychological drivers of consumer behavior and apply them in marketing and communication strategies.
You will learn to use responsible influencing strategies that strengthen customer experience and loyalty.
You will translate behavioral insights into interventions that promote value creation for customers and stakeholders.

Module structure

This module begins with an online kick-off session, followed by three consecutive days of classes on location.

Part of the Advanced Program Psychology of People and Organizations

This module can be taken separately or as part of the Advanced Program Psychology of People and Organizations (PMO). The Advanced Program offers a compact, practice-oriented framework for translating psychological insights into better collaboration, decision-making, and change.
You will learn to recognize patterns based on experience, examine your own contribution, and apply substantiated interventions to your own case.

The program was developed in close collaboration with Tilburg University and is aimed at professionals who drive or guide change (managers, project and change managers, HR, public/non-profit).

Other modules from the Advanced Program in Psychology of People and Organizations are:

PMO 1 - Future of People, Organizations, and Society
PMO 2 - Psychology in Organizational Change
PMO 3 - Psychology in Marketing and Consumer Behavior
PMO 4 - Cognitive and Social Psychology
PMO 5 - Emotion and Differential Psychology

Psychology in Marketing and Consumer Behavior - PMO