Ready to make magnetic marketing with science, not guesswork? 

I hope you join us. 

-Jen Clinehens 

Jennifer Clinehens

Founder and Managing Director, Choice Hacking

We've all been there:

Spending hundreds of hours and thousands of dollars, skipping nights out (maybe even shedding some tears) to create an ad that we love... 

Just to watch it fall flat on its face when it's launched.

But it's no wonder we're making marketing that gets ignored...

Most of us spend so much time getting caught up in daily distractions: this year's marketing trends, client demands, deadlines, budget cuts, award shows, a powerful new social media platform, or the latest piece of research... 

And we spend so much time and energy being distracted by these shiny objects, that we forget about the one thing that drives all of the rest of it: 

The human brain.

Even though the world has changed massively in just a few years, very little has actually changed about the way our brains process information, make decisions, and decide what to buy. 

Once you understand how people think, feel, and why they behave the way they do, you'll transform your marketing from boring to buzz-worthy.


Behavioral Science + 

Psychology 101

[for Marketers]

Transform your marketing from boring to buzz-worthy, with science.

Make customers feel like you're reading their minds...

In this self-paced course, you'll unlock the drivers how why we think, feel, and act the way we do. And how behavioral science and psychology applied to marketing can build emotional bonds with brand people don't want to break, trigger sales, and get people to buy from you over and over again (without manipulation or tricks). 

By the end of the course, you'll understand:

  • Why we're all (accidental) liars: How our brains really process information, and why you can't always trust what customers tell you. 
  • How to be your customer's first choice, every time: How customers notice and digest information, then remember, choose, and form opinions about your brand.
  • 10 Commandments of Psychological Marketing: The most effective behavioral science and psychology principles to start applying now.

And your customers will go from this...

to this.

The Choice Hacking Approach

With 20+ years of teaching experience, I've developed a research-based approach that leverages interactivity, engaging course materials, and self-reflection.

Learn Reflect Practice
  • Learn:  Engaging video courses complete with worksheets and cheatsheets will help you learn faster. 
  • Reflect: Learn to identify behavioral challenges in your own business and how to solve them.
  • Practice: Analysis, quizzes, and real-world examples help you cement your knowledge and apply it. 

Here’s What You’ll Get When You Sign Up:

step-by-step video lessons

This self-directed course is video-driven and augmented with quizzes, worksheets, and more. You'll practice and engage with the material, so you can start applying it right away. 

live Q&A office hours

We won't just talk theory in this course - for every principle you'll get at least five real-world examples of brands applying it, along with analysis to help you use it yourself. 

Your instructor is always available for questions and clarification over email, so you'll never get stuck.

Real-world examples

We won't just talk theory in this course - for every principle you'll get at least five real-world examples of brands applying it, along with analysis to help you use it yourself. 

Led by Jennifer Clinehens, MS/MBA

After years creating science-powered customer experiences in ad agencies, client-side, and startup roles, I've developed a unique approach to customer experience that leverages Behavioral Science and psychology. 

In my career, I've been lucky enough to work with some of world's best brands, including:

But the thing I'm the proudest of is founding Choice Hacking and building a global community of creative business people that want to learn more about using psychology and behavioral science in their work.

I hope you'll join us!

- Jen

What students have to say about my courses...

Bilge B. 

Global Consumer Business Insights & Analytics Lead, GSK

Examples and use cases bring concepts alive

Very well prepared, bite-sized training full of examples and use cases to bring concepts alive. 

Nice one for marketers at different level of knowledge on BeSci.

Course: Behavioral Science + Psychology 101

Ryan D. 

VP Organizational Learning and Development

This [course] was fantastic. 

Loved the course format and the bite size learning as well as the resources and templates.

The key principles discussed are not only for marketing, but also to the world of Organizational Development and how to activate and engage team members.

Course: Behavioral Science & Psychology 101 

Muss H.

Strategic Customer Insight Manager, TSB 

Highly recommend it... [to] all Marketeers

Finally, I decided to join this course and I have learnt so much on behaviour science affects and practical applications across the Customer Journey...

I highly recommend it to all especially to all #cx enthusiasts and all Marketeers.

Course: How to Create Persuasive Experiences


What you'll learn in this course


Part 1: How customers work

In this lesson, you'll learn the fundamentals of how the human brain works. From our systematic errors in thinking to seemingly irrational behavior, you'll learn the keys to designing marketing that is creative, effective, and evidence-based.

Lesson Outcomes: You'll leave this lesson with a strong understanding of how people think - how they create memories, bond with brands, and what messages resonate with their subconscious drivers.


Part 2: 10 Commandments of Customer Psychology

In this lesson, you'll work through videos that break down the 10 Commandments of Customer Psychology and the behavioral science principles that underpin them. For each of the 20+ principles introduced, you'll get at least five examples of how brands apply them in the real world.

Lesson Outcomes: You'll leave this lesson with a strong foundation of the most effective behavioral science and psychology principles, along with dozen of real-world examples of these effects in action. 


Part 3: A simple psychology framework to supercharge your marketing

In this lesson, we'll dive into the C.H.O.I.C.E. model and understand how to turn these principles into meaningful and effective marketing communications. 

Lesson Outcomes: Hit the ground running with a simple psychology framework that you can start applying right away. 

Skill up. Stand out.

When you complete the course you'll get a personalised blockchain-registered course certificate to add to your CV, resume, or LinkedIn profile (in just one click). 

Each certificate is assigned a unique identifier code that's only generated once you complete the course.  


Get a free eBook when you enroll (valued at $50)

50 Real-World Examples of Behavioral Science and Psychology in Action 

This eBook outlines 50 examples of how brands like Airbnb, Peloton, Starbucks, Netflix, McDonald's, and more apply the principles we'll cover in this course.

     Free Gift

How Behavioral Science + Psychology Can Perfect Your Marketing

There are countless ways to apply these concepts, but here a few of the most important:

  • Get customers to notice your brand, and choose it over others: Behavioral science and psychology can help you create meaningful messages that resonate with what customers think, feel, and need on a subconscious level. 
  • Frame creative communications: Behavioral Science and Psychology can help us understand what, when, and how communications can move customers. You will better understand how consumers form memories and opinions, what catches their attention, and ultimately what moves them to take action. 
  • Design more effective “choice architecture”: Choice architecture is the way we present a choice, and how this presentation influences decisions. BeSci and psychology can help us understand how many product options to show, how to price products, and what language to use when describing sales and promotions. 

30 Day Money Back Guarantee

You are fully protected by the Choice Hacking 30 Day Money Back Guarantee. If you enroll in the course, complete all of the quizzes, and you are unsatisfied, don't worry. You can get a full refund within 30 days after your purchase, no questions asked. 

- Jen 

is this course right for me?

This course IS a good fit if...

  • Your area of expertise is marketing, UX, design, customer insights, or analytics, and you want to go from depending on educated guesswork and your gut to developing customer-centric strategies that create value.
  • You create physical OR digital customer experiences. This course touches on the ENTIRE customer journey, because that's what customers experience.
  • You're a beginner or intermediate learner who is interested in traveling the road from basic principles advanced applications.

this course is not A Fit if...

  • You believe that Behavioral Science is a "silver bullet" that will instantly solve all your problems. Even though these principles are a leg up, your results may vary depending on your market, customer base, industry, and execution.
  • You want to learn these principles to manipulate your customers into doing something they don't actually want to do.


Who is this course designed for?

This course is tailored for those who work in marketing and advertising, particularly in communications. It's a good fit for marketing managers of all types, customer insights specialists, designers, strategists, and copywriters. 

Will I be able to ask questions?


Every mini-course comes with free access to two live Q&A sessions with Jen Clinehens - author, behavior change strategist, and founder of Choice Hacking (and your instructor for this course!).

These Q&A sessions will be recorded and made available to students.

I make every effort to accommodate different time zones and needs, but if you are unable to attend you can send questions in via email. 

Does the course include 1-2-1 time with the instructor?

Mini-courses do not include coaching or consulting time, but I'm happy to answer any and all questions in the live Q&A sessions or via email. 

What is your refund policy?

All courses include a 30-day money back guarantee - I just ask that you complete all the quizzes before deciding if the course if for you. To learn more about our refund policy, click here

trusted By people at the World's Best Brands

Choice Hacking's educational resources are trusted by people across the world, in some of the best and biggest businesses out there. Here are few: 

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enroll NOW to Get
instant access:
  • Lifetime access to all course materials
  • 12 actionable step-by-step, bite-sized videos
  • Access to exclusive live office hours
  • 5+ hours of video instruction
  • Easy-to-follow downloadables, cheatsheets, and more
  • Worksheets that take you through every step of the behavioral science application process
  • 175+ real-world examples and analysis of brands applying these principles (Updated in 2022)
  • CHOICE Canvas: My proprietary method to get from customer challenge to behavioral solution, in just 3 steps
  • FREE GIFT: eBook (worth $50.00)
  • Personalized support and feedback 
  • Certificate of completion to show off your knowledge (certified via the blockchain)
  • Add your certificate on your LinkedIn profile with one click 
join for only:

$249 USD (plus tax)

Now to find some clients to implement this on!

Just received my latest certification on "Behavioural Science and Psychology 101 for Marketers". Some great insights into why we do what we do (note: humans aren't as logical as we would like to think). 

Brett C. // Founder, Opendoor Marketing

Magnificently designed course!

Thank you Choice Hacking and Jennifer Clinehens for this magnificently designed course on behavioral science and its practical applications.

Livyo H.// Digital Analytics Expert, BSH

This mini course was fantastic. 

"The key principles discussed are not only for marketing, but also to the world of Organizational Development and how to activate and engage team members. 

Loved the course format and the bite size learning as well as the resources and templates.

Ryan D. // VP Organizational Learning and Development

Examples and use cases bring concepts alive

"Very well prepared, bite-sized training full of examples and use cases to bring concepts alive.

Nice one for marketers at different level of knowledge on BeSci."

Bilge Balci // Global Consumer Business Insights & Analytics Lead, GSK

On a mission to get 100M creative folks comfortable

applying psychology and behavioral science to their work.