The Hidden Drivers of Consumer Choice: Applying Behavioural Science to Modern Marketing
Members: $140
Non-Members: $295
Members and Chartered Marketers* preferred pricing will be automatically applied. *Must be in good standing.
Members: $140
Non-Members: $295
Members and Chartered Marketers* preferred pricing will be automatically applied. *Must be in good standing.
Marketing strategies are often built on an assumption that consumers make rational, considered decisions. In reality, decades of behavioural research show that most choices are shaped by cognitive shortcuts, emotional responses, and subtle contextual influences.
This session is designed for marketing leaders who want to close that gap.
Drawing on established behavioural science and proven marketing frameworks, this course introduces a practical approach to understanding the hidden drivers of consumer choice. Participants will move beyond traditional segmentation and explore how real decision-making processes influence brand perception, purchase behaviour, and customer loyalty.
The session emphasizes the application of structured frameworks to create more effective targeting, messaging, and customer experience strategies. The focus is not on theory alone, but on how to apply these insights in real marketing environments across retail, financial services, and consumer packaged goods.
By the end of the session, participants will have a clearer understanding of why customers behave the way they do and how to design marketing strategies that align with those behaviours to improve performance.
Group rates: CMA offers special rates for groups of 6 or more. Please reach out to learning@thecma.ca to take advantage of group rates. Note: for group rates to apply, all registrations must be completed at the same time.
Andrew Temes brings over three decades of marketing and sales leadership experience in Consumer Packaged Goods (CPG), OTC Pharmaceuticals, Retail, Home Services, and the Not-For-Profit sector.
Andrew has been featured in marketing publications, as a speaker at industry conferences, international guest lecturer, and as an adjunct professor of marketing strategy, integrated marketing communications, consumer behaviour, and digital marketing for over 20 years. Andrew has taught at Schulich School of Business, Seneca Polytechnic, York University, University of Toronto (UofT), the University of Victoria (UVic), and McMaster University.
He is Founder & Principal of the Executive Marketing Academy, supporting small & medium sized businesses to overcome strategic challenges and achieve both short-term sales and long-term sustainable results.
As a Board Director for St. John Ambulance Peel-Dufferin, Reena Foundation, and Reena (where he is also the Chair of the marketing committee), Andrew volunteers his time to support the strategic marketing for these organizations and the meaningful work that they do for their respective communities.
Andrew holds a Bachelor of Arts degree from Western University and a Master of Business Administration degree with a major in Marketing, from Schulich School of Business.
Areas of Expertise
Sample Media & Accolades
ANDREW TEMES | LinkedIn
Founder and Principal
Executive Marketing Academy