Mind over Marketing
Are you fascinated by the powerful psychological forces that shape what, why, and how consumers commit to a brand?
The MARUG, in collaboration with the Psychology Association VIP, invites you to dive deep into the ultimate intersection of marketing and behavioral science at "Mind over Marketing." This is your essential opportunity to understand the hidden mechanisms behind strategies that truly build lasting loyalty and drive customer action.
The theme of the evening is Decoding Commitment, and we are thrilled to host two speakers who are masters at uncovering and leveraging human behavior on Thursday, November 27th.
Joining us is Martijn Schaap. Martijn Schaap is a behavioral strategist and speaker known for his ability to translate psychological insights into practical strategies that drive brand growth and consumer engagement. With a background in psychology and years of experience in marketing and communications, Martijn has built his career around understanding what truly motivates people and how brands can connect with audiences on a deeper, more human level. His work bridges the gap between data-driven marketing and the emotional realities of human behavior, helping organizations craft messages that resonate authentically. For our conference, Martijn brings his expertise to explore the Inner Needs-Narrative-Reaction (INR) model and how it explains real consumer and organizational behavior.”
He will be joined by Bas Erlings, the former campaign strategist at the VVD, who is behind several of their successful political victories. He is also the author of the Dutch bestseller, Het Spel van de Populist (The Populist's Game). As an authority on behavioral psychology and political strategy, Bas analyzes how the same psychological principles used to manipulate political commitment, such as tapping into human instincts and core needs, can be applied, for better or worse, to commercial marketing to gain massive traction and loyalty.
Do not miss this event to learn how to move beyond superficial tactics and tap into the core psychological triggers that fuel consumer commitment. Understanding these principles is essential for any future marketer or business professional.