Class Library The Psychology of Events

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  • Title:The Psychology of Events
  • Category:Strategy & ROI
  • Level:Advanced
  • Instructor:Kevin White, CSEP
  • Length:62 min
  • Posted:5/9/2012
  • CMP Domain:A: Strategic Planning
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Other industries utilize sophisticated psychological analysis to make their marketing efforts more impactful. Yet the events industry continues to lag in bringing that discipline and strategic viewpoint to events as marketing vehicles. Using a company's corporate colors. Hosting an event outdoors. Honoring a recipient using live testimonials. Adding surprises to an experience. Each of these has certain considerations to take into account - budget, logistics etc. But how often are the psychological effects of our event design choices taken into consideration? This presentation will explore the human mind, the various needs we as human beings have, and how through event design we can achieve the greatest impact on guests.

NOTE: This class is part of a larger, live presentation that Kevin has developed. If you are interested in having him speak to your audience please contact him directly.

Learning Outcomes

    1. Better understand how people process and value forms of communication.
    2. Methods to impact how a guest thinks and feels during an event.
    3. Discover what motivates people to act/transform.

Table of Contents

Watch The Full Class Without Chapter Breaks
The Psychology of Events | Full Video 1:02:00
The Psychology of Events
Parameters 8:12
Utilizing Non-Verbal Communication to Manipulate Mood 14:00
Leveraging Human Needs 6:19
The Feedback Loop 6:21
Tapping the Sense of Smell 3:36
Taste 2:44
Sight 9:40
The Next Frontier 4:17
Wrap Up 3:26

The Certified Meeting Professional (CMP) is a certification offered by the Convention Industry Council (CIC), an umbrella group comprised of 30 organizations. As part of the application process for the CMP, candidates are required to log a minimum of 25 Clock Hours of approved education. If you see the CMP designation next to a given class on this site, it indicates that class has been approved by the CIC to count toward that educational requirement, for the designated number of clock hours. For more information go to

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