October 1st
2024
Indianapolis, Indiana
October 1st
2024
Indianapolis, Indiana
October 1st
2024
Indianapolis, Indiana
October 1st
2024
Indianapolis, Indiana
October 1st
2024
Indianapolis, Indiana
October 1st
2024
Indianapolis, Indiana
October 1st
2024
Indianapolis, Indiana
October 1st
2024
Indianapolis, Indiana
October 1st
2024
Indianapolis, Indiana
October 1st
2024
Indianapolis, Indiana

the science behind

consumer behavior

Gather alongside marketers across the country for a conference that explores the science behind consumer decision-making.

Presented by

During Unreasonable, we take an in-depth,
research-based look at consumer behavior.

Research continues to show us that consumers don’t make buying decisions rationally. And at Unreasonable, you’ll dive into that research—with talks from the scientists, academics, and creative minds who conducted it. This October, connect with other marketers, get a closer look at the science behind what makes your consumers tick, and learn how you can use that knowledge to shift their behavior.

We’d like to thank Cummins, our partner in thought leadership, for sponsoring this year’s conference.

Featured ‘24 speakers

We’ve chosen these researchers and experts to challenge your perspective, change your beliefs, and give you new insight into consumer motivations.

Scarcity

Kelly Goldsmith

byKelly Goldsmith

How Scarcity Affects Consumer Behavior

Fundamentals

Ryan Hamilton

byRyan Hamilton

What You Can Do Tomorrow: Making Behavioral Science Practical

Identity

Americus Reed

byAmericus Reed

The Identity Loyalty Paradox: To Get Control You Have to Give Up Control

Sustainability

Maura L. Scott

byMaura L. Scott

Ready for a Sustainable Future? How Consumers Adapt to New Technologies

Meaning

Lawrence Williams

byLawrence Williams

How Customers Derive Meaning from the Marketplace

AI UNDERSTANDING

Molly Crockett

byMolly Crockett

Artificial Intelligence and Illusions of Understanding

INCENTIVES

Uri Gneezy

byUri Gneezy

Mixed Signals: How Incentives Really Work.

strategy

Kari O'Neill

byKari O'Neill

Applying the Principles of Unreasonable

host / strategy

Tom Denari

byTom Denari

Applying the Principles of Unreasonable

Why Unreasonable?

Today many marketing leaders and CEOs continue to cling to the misguided notion that their customers are mostly rational beings—and that their buying decisions are based more on reason than emotion. More logic and less gut. More need and less want.

This misunderstanding is understandable because we humans are all somewhat fooled by our own sense of rationality. But an abundance of research over the past thirty years has revealed that we all actually behave “unreasonably,” often basing decisions on factors we’re not even aware of. This event is a window into this important work, and will hopefully convince you to think very differently about how to communicate with and study consumers and their behavior.

Location

Since its foundation, we’ve proudly hosted the Unreasonable conference at Newfields: A Place for Nature and the Arts. The Newfields Campus spans 152 acres of forests, waterways, gardens, and venues ranging from the Indianapolis Museum of Art to the Tobias Theater—a 530-seat auditorium that Indianapolis Monthly magazine called “the best screening room in Indianapolis.”


Conference attendees can expect to spend most of the day in the Tobias Theater, and to enjoy a break for lunch in the Randolph H. Deer Special Events Pavilion.

Tickets

Each ticket provides all-day access to Unreasonable and includes a catered lunch and a post-event happy hour. Special pricing is available for students, non-profits, and groups larger than five people; reach out to events@yandl.com for more information.

N
Standard
$49500
per ticket
Early Bird*
$39500
per ticket
*Sale ends June 1
Bundle of 5
$35000
per ticket
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Need help?
Reach out to Meghan at events@yandl.com and she'll help answer any questions you have.
2023 Event
At last year’s event, we hosted a distinguished, varied and, if we may say so, delightful group of speakers and attendees.