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[WEBINAR] Rethinking Marketing and Customers: Lessons from Behavioral Economics

Friday, Feb 6 2015 at 5:00 - 6:00 pm

Organizations spend billions each year attempting to persuade consumers, with mixed results. Today, academics and practitioners are broadening their understanding of the marketplace through insights from the field of behavioral economics, which applies lessons from psychology and other behavioral sciences to the understanding of economic decisions. Professor Ravi Dhar speaks with experts about how behavioral economics is changing advertising, messaging, product innovation, and promotions, in the nonprofit, government, and private sectors. When: February 6, 12-1pm EST Listen to a recording here: Moderator: Ravi Dhar, George Rogers Clark Professor of Management and Marketing & Director of the Center for Customer Insights, Yale School of Management Ravi Dhar is the George Rogers Clark Professor of Management and Marketing and director of the Center for Customer Insights at the Yale School of Management. He also has an affiliated appointment as professor of psychology in the Department of Psychology, Yale University. He is an expert in consumer behavior and branding, marketing management, and marketing strategy and a leader in bringing psychological insights to the study of consumer decision-making. His research focuses on using psychological principles, such as limited self-control and cognitive limitations in processing information, to investigate fundamental aspects about the formation of consumer preferences and goals in order to understand consumer behavior in the marketplace. Panelists: Emily Haisley, Vice President Behavioural Finance, Barclays Emily Haisley joined the Behavioural Finance team at Barclays in September 2010. This team integrates psychology with classical finance principles to shape the advisory model of the private bank and provide online guidance for self-directed investors. While at Barclays Emily has spearheaded research on personality and investment decisions, entrepreneurship, the female economy, pensions, financial well-being, financial discipline, conduct risk, social impact investing, succession planning and "treasure assets". Emily's background is in academic research and teaching at the intersection of psychology, economics and organizational behaviour. Her research has been published in top tier academic journals and has received numerous citations in the popular press. Her research partners have included McKinsey & Co., Google, PNC Bank and the U.S. Department of Health and Human Services. Prior to joining Barclays, Emily was a Post-Doctoral Associate at the School of Management of Yale University. She received a PhD in Organizational Behaviour from Carnegie Mellon University and an undergraduate degree in Psychology from Brown University. Michael Sanders, Principal Advisor & Head of Research, The Behavioural Insights Team Michael Sanders is Head of Research in the Behavioural Insights Team and a Postdoctoral Research Fellow at Harvard's Kennedy School of Government. His research focuses mainly on the application of behavioural science to public policy, with a particular focus on field experiments. Ned Welch, Senior Practice Expert, McKinsey & Company Ned is a Senior Expert in McKinsey's North American Marketing Practice, specializing in the application of consumer insights and consumer decision-making to marketing strategy, pricing, and product development. His work covers a wide range of B2B and B2C industries including consumer electronics, telecommunications, consumer goods, financial services, industrial equipment, agriculture and health care. Recent client work includes helping a global philanthropic organization use principles of behavioral economics to create more effective programs for subsistence farmers; developing insight-driven product design capabilities for a manufacturer of power tools; and helping media companies develop product and pricing tactics to transition from free on-line access to paid subscriptions. Ned holds a Ph.D. and MS in Behavioral Decision Theory from Carnegie Mellon University and a bachelor's degree in Political Science from the University of Michigan. His work has been published in the McKinsey Quarterly, Psychological Bulletin, and The Journal of Risk and Uncertainty.

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