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