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Thursday, October 25 • 11:00am - 12:30pm
Using Decision Science & the Psychology of Persuasion to Drive Action

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New research from social scientists and behavioral economists proves that people rely on automatic, reflexive behaviors -- hardwired shortcuts -- when making decisions, including decisions about what marketing messages to consume and what products to buy. Unaware of these shortcuts, people will attribute their actions to some other reason. (See recent best sellers like Predictably Irrational, Nudge, How We Decide, etc.) Find out how to uncover the hidden, emotional drivers of behavior that traditional market research cannot access. And, equally important, discover how to trigger or prompt these "automatic actions" to gain the behavior you seek from your target market.

avatar for Nancy Harhut- Chief Creative Officer, Wilde Agency

Nancy Harhut- Chief Creative Officer, Wilde Agency

Nancy Harhut is Chief Creative Officer of Wilde Agency, where she combines social scientists’ insights about human behavior with direct marketing best practices in order to get people to act. Previously, Harhut held senior creative management positions with Hill Holliday, Mullen and Bronner (now Digitas). She and her teams have won 150+ awards for direct marketing effectiveness, for clients such as AT&T, GM, IBM, TripAdvisor... Read More →
avatar for Neal Boornazian- President, Wilde Agency

Neal Boornazian- President, Wilde Agency

As Wilde Agency’s President, Neal draws upon more than 25 years of experience in successfully leading and growing teams, brands and businesses. Responsible for the agency’s strategic vision and continued growth (100%+ in the last 36 months), he works with clients to deliver business solutions and results. A classically trained marketer, Neal has held executive sales and marketing positions at leading consumer packaged goods... Read More →
avatar for Aaron Reid- Founder and Chief Behavioral Scientist, Sentient Decision Science

Aaron Reid- Founder and Chief Behavioral Scientist, Sentient Decision Science

A psychologist by training, and a businessman by trade, Aaron Reid founded Sentient Decision Science to bridge the gap between behavioral science and business. With a Ph.D. in experimental psychology and a published research record in consumer decision-making, Aaron has developed advanced methods of assessing the subconscious drivers of consumer behavior at industry and academic conferences. He is an adjunct Professor of Psychology at... Read More →

Thursday October 25, 2012 11:00am - 12:30pm
Microsoft's New England Research and Development Center Kendall Square - 1 Memorial Drive, Cambridge MA