DMA: Data and Marketing Association
Consumer Help
Course Details

The Psychology of Choice

If you’re not marketing to the psychological drivers that influence behavior, you’re wasting your time and budget. And likely 90% of both!

$599 non-members $999 Take This Course

Course Description

If you’re not marketing to psychological drivers that influence attitudes and behavior, you’re wasting your time and budget. And likely 90% of both!

This course breaks down how consumers really make decisions, consciously and most importantly, unconsciously which is how 90% of our choices are made. The psychology of survival, happiness, loss vs. rewards, risk aversion, along with influences like authority and reciprocity will be discussed in actionable ways that you can apply immediately to your brand stories and content, customer experience, offers and marketing campaigns across all channels.

You’ll learn how to create emotional value and fulfillment for your brand, products and services, B2B and B2C, and to project a brand that shares like values with targeted customers, and inspires engagement, collaboration, and evangelism for lifetime value.

End goal: At the end of this course, you will be able to create and execute psychologically relevant campaigns that hit deep to the core of what moves consumers today and achieve “unthinkable” ROI.

What you will learn in this interactive, one-of-a-kind course?

  1. Brain chemistry: How dopamine, oxytocin, cortisol and serotonin rushes influence what we think of brands and their messages, and how to appeal to each of these critical neurotransmitters to trigger response and sales
  2. Creative psychology: How shapes, colors, images, even fonts impact response.
  3. Thought processes: How we process information and stimuli to make choices, rational or not.
  4. Passion plays: How to build religious like loyalty, evangelism for your brand
  5. Mind blocks: How to close down deep-rooted attitudes and perceptions, associated with cultural nuances, to open minds and direct marketing sends
  6. Specific ways you can up psychological relevance, response and ROI for your campaigns.


  • Human and Consumer psychology related to how we choose
  • Social influencers impacting choice of brand and loyalty
  • Color psychology
  • Creating messaging and experiences upon ESPs – emotional selling propositions
  • Psychology-based campaigns that increase revenue by 200 – 600%
  • Building emotional bonds that take price and competitors out of the equation


Jeanette McMurtry
Owner e4marketing Company Read Biography »

Week 1

  • How the brain decides
    • Unconscious triggers
    • Conscious influencers
  • How we think. Or don’t when it comes to decision making
    • Preconceived notions and the definition of “truth”
    • How our survival instinct informs our thoughts and choices
  • What matters most to consumers today:
    • Generational influences
    • Cultural influences
  • Defining ESPs for your brand:
    • Emotional Selling Propositions vs. Unique Selling Propositions

Week 2

  • Engaging consumers with ESPs
  • Experiences that matter: creating journeys, experiences that become “movements” and add value beyond products
  • Borrowing from the Church: tenets of religious like loyalty
  • Campaigns and case studies for psychological relevance
  • Putting it all together: Step-by-Step guidelines for building ESP campaigns
  • Audits: Review of selected attendees marketing materials
    • Assessment of current psychological appeal
    • Suggestions for how to better engage consciously and unconsciously for unthinkable ROI

Outline is subject to change.

Are you just dying to attend one of DMA’s Education seminars this year, but you’re not sure how to convince your boss to let you attend? Try one of these approaches.

  • “I know budgets are tight, but this is an opportunity that pays for itself instantly. A single tip from any of the DMA seminar could pay for the costs of the whole training. I’ll be learning secrets from practicing experts and industry thought leaders.”
  • “I’ll become more proficient in industry best practices, as well as on the latest tactics and technologies in today’s ever‐evolving marketing landscape. From direct mail to data governance, social media to email marketing; the DMA has all of our needs covered.”

I can share what I learned after the seminar; maybe host a brown‐bag working lunch and present the team with all the new techniques, strategies, and ideas I’ll come back with. Combining my own notes and ideas with the session handouts provided by the DMA, I’ll have plenty of inspiration and information to share when I return. Besides… this’ll allow everyone to get trained all for the price of sending just one person; and the team will definitely appreciate the opportunity to find out about the latest strategies used by many of our competitors today.

Still presenting itself as a hard sell? Inform your boss that your course can go on their accomplishments at the end of the year for their review: “Trained staff to improve results!” This is a win/win.

Interested In Taking The The Psychology of Choice Course?

Next Available Courses

July 17 - 24, 2018 12:30pm - 4:30pm EST Online Register
September 25, 2018 12:30pm - 4:30pm EST Online Register

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