When the “Customer” is a “Couple”: Understanding Financial Decision-Making as a Joint ProcessMay 17, 2018 Jenny Olson, Indiana University
Jenny Olson will discuss the complexities of working with couples (e.g., different money attitudes, power dynamics), whether "two heads are better than one," and how to assist couples in making financially optimal decisions.
Medicine Meets Marketing: Do Customer Insights Matter in Healthcare?May 16, 2018 Stuart A. Grant, Duke University
Stuart Grant will discuss how consumer behavior theory can help physicians better understand the choices of patients, health systems, and themselves
What Makes An Experience Irresistible?May 16, 2018 Adam Alter, New York University
Why do people return to some ideas, products, experiences, and brands over and over again, while others fade from memory and interest almost immediately?
The Upside of Busyness: How Feeling Busy Can Increase ProductivityMay 16, 2018 Keith Wilcox, Columbia University
Keith Wilcox will discuss new research demonstrating that how consumers think about busyness has a dramatic impact on their motivation to pursue tasks (e.g., shopping). He will provide recommendations on how managers and policy makers can design interventions to make busy consumers more effective at accomplishing their objectives.
Broadening Customer Understanding through Holistic Customer Job and Behavioral ResearchMay 16, 2018 Mark Schneid, Head of Environmental Science, North America, Bayer Crop Science
Moving beyond a narrow view of customers can create transformational innovation opportunities. Mark Schneid will describe research to understand how Bayer Crop Science can contribute to customers’ success by improving their holistic job outcomes.
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