At this conference, we will examine the customer experience through the lens of recent advances in the behavioral sciences. Speakers will share the latest insights and research-based findings to help marketers deepen their understanding of how consumers think, feel, and act. This conference will be held at Duke University, one of the centers of cutting-edge behavioral science applied to marketing contexts over the last 30 years, and co-chaired by Gavan Fitzsimons, professor of marketing and psychology at Duke’s Fuqua School of Business.
Additional details coming soon.
Additional Details to be announced soon. Topics will include:
What Makes An Experience Irresistible?
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? What, in short, separates the irresistible from the forgettable? In this talk, Adam Alter will draw from research on casino design, user-experience and user-interface, the worlds of virtual and augmented reality, and digital advertising to backward engineer irresistibility. The answers apply broadly to all forms of business, from online and digital product development to consumer sales, packaged goods, services, politics, medicine, and law.
Customer Experience & Behavioral Science – A Moment of Truth
Mark Berry, Executive Vice President - Retail & Shopper Insights, Ipsos
Behavioral science experimentation is becoming more mainstream in the commercial world as academic knowledge and expertise find their way to real world marketing and sales problems. This trial and experimentation period is a “moment of truth” of sorts for academia (relative to the relevancy and accuracy of behavioral science concepts) and commercial firms struggling to find innovative ways to influence behavior to find growth. Through this experimentation period, behavioral science will either transform how marketing and sales decisions are made or become a less influential niche area of application? Mark will explore the current state of the industry in terms of adoption and discuss the industry and academic challenges emerging.
How Human Behavior Works against Us When It Comes to Saving Adequately for Retirement
Justin Clowes, Senior Marketing Manager, The Vanguard Group
The use of defaults and systematic solutions has given new life to the 401(k) but problems persist as people continue to have good intentions but rarely change their behavior. We focus on downsides in the present while the future seems much more positive. Learn about how the deck is really stacked against the participant when it comes to saving for retirement and how small incremental steps may help create more positive outcomes.
Why Goal Pursuit Fails: Mistaking Efficiency for Effectiveness
Jordan Etkin, Duke University
Why do New Years’ resolutions so often fail? Why do people initiate diets, workout regimens, rewards programs, and savings plans, but then later give up? In this talk, Jordan Etkin will reveal how our culture’s deeply ingrained preference for “fast progress” ultimately leads consumers to fail at their goals. She will discuss new research demonstrating that the most efficient means are not always the most effective, and offer recommendations for how marketers and policy makers can better engineer successful goal pursuit.
Stopping "Hedonic Decline" of Once Loved Products
Jeff Galak, Carnegie Mellon University
How consumers enjoy a product over time can be critical to building positive brand associations and to creating loyal customers. Unfortunately, in most cases, enjoyment of a product peaks at the time of purchase and quickly dwindles as time passes. What can be done to minimize this “hedonic decline” and how can firms help consumers to continue enjoying the products that they once loved, but now find dull and prosaic? Jeff Galak will discuss the latest research that speaks to how firms can slow down this “hedonic decline” and keep consumers enjoying the products that they own and (hopefully) choose to repurchase.
The Intersection of Image and Text in Social Media Conversations
Jenna Raypon Gopilan, Director, Professional Services, Crimson Hexagon
Social media conversation analysis has traditionally been focused on text and engagement metrics. However, over recent years online consumer conversation has evolved to match current cultural trends with the growing use of memes, hashtags, emojis, videos, and images. With the power of recent technologies applied to big data sets, we now have the capability to analyze images with text on social conversation. In this talk, understand how consumers behave and engage by using images and text to share their experiences and opinions in social media conversations.
Human Centricity & Behavioral Science - PepsiCo's Journey
Sarah Maloy, Senior Director, Human & Cultural Insights, PepsiCo
In the era of big data, human centricity is more important than ever. In this talk, Sarah Maloy will talk about PepsiCo’s efforts to drive human centricity across the organization, including a focus on embedding and acting on key Behavioral Science principles. Sarah will talk about how Behavioral Science has impacted PepsiCo’s views on how choices are made and prompted new approaches to both insight generation and hypothesis testing.
When the "Customer" is a "Couple": Understanding Financial Decision-Making as a Joint Process
Jenny Olson, Indiana University
Recent consumer research sheds light on how individuals make financial decisions in a variety of domains including saving, investments, and debt management. However, many of life's largest financial decisions are made in concert with another person (e.g., a couple choosing a mortgage or paying down student loans). Thus, Olson's research approaches consumer financial decision-making from a dyadic perspective. She 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.
The Psychology of Innovation: Applications in Technology & Healthcare
Stacy Wood, North Carolina State University
The psychological side of innovation is a powerful, but often overlooked, factor in the successful launch and adoption of new products and services. This is especially true in the explosive intersection of technology and healthcare. In this talk, Stacy Wood will discuss new trends and her own research in an attempt to provide insight for managers in all industries.
New York UniversityView Bio
Executive Vice President - Retail & Shopper Insights, IpsosView Bio
Senior Marketing Manager, The Vanguard GroupView Bio
Duke UniversityView Bio
Carnegie Mellon UniversityView Bio
Director, Professional Services, Crimson HexagonView Bio
Senior Vice President of Marketing Strategy & Planning, ComcastView Bio
Senior Director, Human & Cultural Insights, PepsiCoView Bio
Indiana UniversityView Bio
North Carolina State UniversityView Bio
MSI has secured a block of rooms at the JB Duke Hotel at a discounted rate of $179 per night. In order to secure a room at the group rate, please reserve online here or contact the JB Duke Hotel at (919) 490-0999 and reference the MSI–Fuqua Conference/Group Number 626991 when booking.
Availability and rates can only be guaranteed until Saturday, April 14th at 5 p.m. ET, so please make sure to book your accommodations early.
JB Duke Hotel
230 Science Drive
Durham, NC 27708