For today's marketer, behavioral economics—the study of the effects of psychology and sociology on decision making—has the potential to deliver exciting new opportunities on working with (and for) consumers. In 2014, Ideas To Go Facilitator and Chairman Ed Harrington interviewed leading researcher Zoë Chance, Assistant Professor of Marketing at the Yale School of Management, about how this part science-part art field offers a behind-the-scenes view of why people make the choices they do...and provides insight on how those choices may be subject to outside influence.
Watch a short video of highlights from the interview below, and read more from the interview here.
Zoë Chance is an Assistant Professor of Marketing, and advises Center for Customer Insights consulting and research teams at Yale School of Management.
Ed Harrington is Chairman of Ideas To Go, an innovation agency that works with Fortune 500 companies in ideation and concept development to incorporate the voice of the consumer. He also sits on the Advisory Board for the Yale Center for Customer Insights.
Ed Harrington is CEO and Innovation Process Facilitator at Ideas To Go, an innovation agency that works with Fortune 500 companies to incorporate the voice of the consumer in ideation and concept development. He co-authored the book, "Outsmart Your Instincts: How the Behavioral Innovation Approach Drives Your Company Forward."