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DTSTART:20251102T020000
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DESCRIPTION:Consumers do not always make decisions through careful\, ration
 al evaluation. Choices are often shaped by shortcuts\, emotion\, context\,
  social influence\, anchoring\, defaults\, loss aversion\, and the frictio
 n surrounding a decision. For marketers\, understanding these hidden behav
 ioural drivers creates an opportunity to improve how messages\, offers\, a
 nd experiences are designed around the way customers actually choose.&nbsp
 \;&nbsp\;This practical training introduces tools for diagnosing and apply
 ing behavioural science to modern marketing. Participants will use the CHO
 ICE Diagnostic to identify the forces influencing a customer decision\, th
 en apply the EAST framework to make desired behaviours Easy\, Attractive\,
  Social\, and Timely. Canadian examples\, testing principles\, and ethical
  guardrails help translate the concepts into responsible action.&nbsp\;&nb
 sp\;Group rates:&nbsp\; CMA offers special rates for groups. Please reach 
 out to learning@thecma.ca to take advantage of group rates. Note: for grou
 p rates to apply\, all registrations must be completed at the same time.
DTEND:20261209T173000Z
DTSTAMP:20261015T145721Z
DTSTART:20261209T150000Z
LOCATION:
SEQUENCE:0
SUMMARY:The Hidden Drivers of Consumer Choice
UID:RFCALITEM639276586417062352
X-ALT-DESC;FMTTYPE=text/html:<p>Consumers do not always make decisions thro
 ugh careful\, rational evaluation. Choices are often shaped by shortcuts\,
  emotion\, context\, social influence\, anchoring\, defaults\, loss aversi
 on\, and the friction surrounding a decision. For marketers\, understandin
 g these hidden behavioural drivers creates an opportunity to improve how m
 essages\, offers\, and experiences are designed around the way customers a
 ctually choose.&nbsp\;&nbsp\;</p><p>This practical training introduces too
 ls for diagnosing and applying behavioural science to modern marketing. Pa
 rticipants will use the CHOICE Diagnostic to identify the forces influenci
 ng a customer decision\, then apply the EAST framework to make desired beh
 aviours Easy\, Attractive\, Social\, and Timely. Canadian examples\, testi
 ng principles\, and ethical guardrails help translate the concepts into re
 sponsible action.&nbsp\;&nbsp\;</p><p>Group rates:&nbsp\; CMA offers speci
 al rates for groups. Please reach out to <a target="_blank" href="https://
 www.thecma.ca/home">learning@thecma.ca</a> to take advantage of group rate
 s. Note: for group rates to apply\, all registrations must be completed at
  the same time.</p>
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