Joint Seminar: Predictably Irrational: Applying Behavioral Economics to Drive Consumer Insights for Marketing and Branding

Venue: Room 7-208, 7/F, Lau Ming Wai Academic Building

• Understanding how the context of a choice and heuristics can drive behaviors and actions as much as the attributes of the services or products being offered.
• Introducing a framework to harnesses the power of defaults, message framing, habits and context effects to guide consumers along their decision journey.
• Making intuitive choices easier and desirable behavior the path of least resistance for consumers.

Event Speaker

Dr Gloria Tam

Gloria leads the Yale University School of Management Center for Customer Insights in leveraging cutting edge academic insights to find solutions for real-world business challenges. She is a thought leader and a practitioner in applying behavioral science and psychology to unravel how and why consumers behave, and the often unconscious factors driving decisions. She partners with dozens of Fortune 500 companies in a wide variety of industries, including CPG, health care, high tech, financial services and non-profit organizations to develop best practices in deriving customer insights. Prior to her role at Yale, Gloria was a consultant with McKinsey & Company in Hong Kong. She also holds a Ph.D. in Neuroscience.