935 476 066
680 582 321Consumer Psychology Course
Decision Architecture Applied to Conversion
Consumer Psychology Course Details
Start: 21/10/2026
Duration: 4 days
Modality On-Site: 4 sessions from 6 pm to 9 pm (or Streaming)
Campus: Terrassa
Language: Spanish
This course teaches how to use behavioural science to improve the design of messages, offers and the customer experience, helping more people choose to buy without manipulation or deception, by applying ethical principles of influence.
Participants learn to identify behavioural biases (common errors in decision-making), design small changes in pricing, copy or user journeys that influence purchase decisions (choice architecture), and test whether these changes work through experiments and clear business-oriented metrics such as conversion and revenue. It therefore provides a practical layer of applied psychology that complements other courses, without overlapping with training in negotiation, communication or technical education in AI or data.
Euncet Business School's own degree.
Academic Information
Consumer Psychology Course
CAMPUS:
Campus Terrassa
SPOTS:
20
DATE:
21, 23, 28 and 30 October.
PRICE:
420 €. Special price for workers of companies with an agreement or Alumni: 320€.
Consumer Psychology Course Format
4 DAYS
21, 23, 28 and 30 October.
12 HOURS
The training, lasting 12 hours, will be carried out in person at the Terrassa Campus or on Streaming
6 HOURS PER WEEK
The course is divided into 4 theoretical-practical sessions of 3 hours each, held in the afternoons from 6 p.m. to 9 p.m.
THEORETICAL-PRACTICAL TRAINING
Different group dynamics to work on the essential techniques and tools in negotiation.
- CERTIFICATE OF PARTICIPATION
To obtain the course participation certificate, it is essential to have attended at least 75% of the scheduled sessions.
Consumer Psychology Course Modules
Module 1: Fundamentals of Consumer Psychology and Biases
- Biases and heuristics in B2B/B2C purchasing decisions (status quo, loss aversion, anchoring, scarcity).
- Friction/motivator map by funnel stage.
- Workshop: detection of biases in your asset (landing, email, offer).
Module 2: Choice Architecture and Bid Design
- Frames, decoy option, bundles, warranties and smart defaults; Friction reduction.
- Social proof/authority/scarcity and responsible use guide (avoid dark patterns).
- Workshop: redesign of offer/CTA with hypotheses and success criteria.
Module 3: Messages that Convert and Signals of Trust
- Microcopy and visual hierarchy at the service of the decision; Objection management.
- Trust modules (testimonials, certifications, guarantees, critical FAQ).
- Workshop: construction of trust modules and evidence checklist.
Module 4: Experimentation and Metrics to Make Better Decisions
- Design of experiments (A/B and smoke tests), indicative sample size and common risks.
- Prioritize with ICE/RICE and read results (business KPIs, lift metrics, decision cadence).
- Capstone: plan of 3 interventions + 3 experiments with 30/60 calendar and KPIs.
Teaching Team
Consumer Psychology Course
Objectives of the Consumer Psychology Course
The course aims to offer participants a practical and measurable experience that allows them to improve conversion and the quality of decisions in their businesses.
The objectives of the Consumer Psychology Course focus on applying behavioural science to achieve real business improvement. Upon completion of the training, participants will be able to:
- Detect consumer decision patterns and key biases in consumer behaviour throughout the entire sales funnel.
- Design effective and ethical interventions that influence the purchase decision, using trust signals such as social proof, authority, or scarcity.
- Plan, execute, and analyze experiments (A/B testing, lift metrics) to validate ideas and prioritize actions based on impact and feasibility (ICE/RICE).
- Present results and strategic recommendations in a clear way, with executive KPIs and a 30/60-day action plan that connects insights with business decisions.
What will you find in our Consumer Psychology Course?
In the Consumer Psychology Course applied to business and sales you will not only learn theory. You will live a practical and applicable experience that will allow you to understand how your customers think, how they make purchasing decisions and how you can influence them in an ethical way. Each session is designed so that you leave with knowledge that you can apply directly to your business, project or team, improving conversion, communication and user experience.
Throughout the course, you will learn how to:
UNDERSTANDING CONSUMER BEHAVIOR
You'll discover how marketing biases and heuristics affect every buying decision. You'll learn how to identify patterns such as loss aversion, anchor effect, scarcity, or the status quo, and understand how this influence your messaging, offers, and pricing.
APPLY ARCHITECTURE OF CHOICE
You'll learn how to organize options, messages, and user journeys strategically, using techniques such as framing, smart defaults, bundles, and decoy options. This will allow you to guide your customers towards the desired action, reducing friction and increasing conversion in an ethical way.
EXPERIMENTATION AND MEASUREMENT
You will design and execute A/B experiments, formulate clear hypotheses, select relevant metrics, and prioritize actions using ICE and RICE. With this, your decisions will be based on real data, not assumptions, improving the effectiveness of your campaigns and strategies.
PRACTICAL TOOLS
You will learn bias canvas, trust signals checklist and experiment templates that you can immediately apply in campaigns, landings, emails or any interaction with your users.
Other Euncet Postgraduate Courses
Frequently Asked Questions
Consumer Psychology Course
The course is aimed at executives and middle managers in Marketing, Sales, Product, eCommerce and Customer Experience. It is designed for those who want to improve conversion and the quality of purchase decision-making by applying measurable, consumer behaviour–based methods.
It is also useful for professionals who want to incorporate a practical layer of behavioral science into their business strategies, what is known as behavioural science applied to business.
You will learn how to identify biases and relevant decision patterns, design ethical interventions that increase conversion, experiment and measure results with clear metrics, and communicate strategic decisions based on data. In addition, you will receive practical tools ready to use in campaigns, landing pages, emails, and user journeys.
The course lasts 4 days, with sessions of 3 hours each (6:00 p.m. to 9:00 p.m.), and is taught in person at the Terrassa Campus of Euncet Business School. There is also the option to follow it in streaming if you cannot attend in person.
The course allows you to improve the effectiveness of messages, offers and user experiences, increase conversion and make strategic decisions based on data. Participants gain a hands-on approach to consumer behavior that complements other marketing, sales, and product skills. Therefore, increasing their ability to ethically influence consumer purchasing decisions.
Yes. The course is designed so that each participant applies the concepts directly to their business or project. Through workshops, templates and real-life cases, you will work on actual campaigns, landing pages, messages and offers, achieving measurable results from day one.
Xavier Fabregat
Executive Education and Corporate Training Advisor
