Marketers act blindly if they do not have a deep understanding of what drives consumers’ choices. Behavioral Economics has shown that human beings don’t follow the rational rules of economic theory when making our decisions. But this raises a very obvious and critical question for marketers: what rules — if any — do we follow? View More

In this must-attend session, Draftfcb’s Institute of Decision Making will seek to provide the answers that may change the way you look at your marketing and the people toward which you direct it. Matthew Willcox, Executive Director of the Institute, will introduce Vladas Griskevicius, McKnight Professor of Marketing and Psychology at the Carlson School of Management at the University of Minnesota, and co-author of the forthcoming book “The Rational Animal.” Developed through an award-winning career featuring highly acclaimed research and collaborations, Professor Griskevicius’s thinking bridges the gap between the irrational human creatures described in behavioral economics and the highly successful species that that has evolved to become today’s consumer. Understanding what has made our species successful will only help your brand do the same. View Less