Topic: CONSUMER INSIGHTS AND ADVANCES FROM BEHAVIOURAL ECONOMICS
26 November 2014
About the concert:
In contrast to spending hundreds of millions of dollars on advertising to entreat people to buy their products, Professor Dhar walked through a process that relies instead on principles of behavioural economics to discern the structure of the shopping environment and to design marketplace interventions in ways that maximize consumer response. In this presentation, Ravi discussed Yale's framework built on recent advances in behavioural economics to understand how consumers make choices and apply these theories inside the store. He also touched upon how shopper marketing should consider consumer trip goals and choice drivers to impact purchasing decisions.
About the speaker: Ravi Dhar is Professor of Management & Marketing and Director of The Center for Customer Insights at the Yale School of Management. He is an expert in consumer behavior and branding, marketing management, and marketing strategy. Professor Dhar is also a leader in bringing psychological insights to the study of consumer decision-making. His research focuses on using psychological principles, such as limited self-control and cognitive limitations in processing information, to investigate fundamental aspects about the formation of consumer preferences and goals, in order to understand consumer behavior in the marketplace.
For more information on Professor Dhar, please visit: