Salon Series: Why People Don’t

Turning “Don’t” into “Do”:  Understanding Consumer Behavior

Read the event summary.

Findings from behavioral science offer profound insights into why people do the things they do.
Author Matthew Willcox suggests that before you start thinking about why people buy your product, or why they adopt the behaviors that you want to encourage, you should use behavioral insights to understand why people won’t.

Learnings:

• Why people don’t – or won’t – do something is as important (or arguably, more important) as understanding why they might do it
• Key factors behind why people don’t do things lie below conscious thought and are often not revealed by traditional research
• How and why the cognitive mechanisms that underpin these factors can help in the development of marketing activities and design solutions to mitigate them

Interactive Discussion and Q&A

Come prepared with a “why people don’t” business challenge to discuss with our expert, Matthew Willcox.  Apply the behavioral insights learned from this session.

Featured Speaker

Matthew is one of the pioneers of the application of behavioral science insights to the practice of marketing. His book “The Business of Choice” was named M&SB’s “Marketing Book Of The Year” and winner of the American Marketing Association’s prestigious Berry Book Prize in 2016.