A modern look at
consumer motivations.

Attend Unreasonable in Indianapolis on 10.27.22.

Learn from nationally and internationally respected psychologists, neuroscientists and experts in human behavior to gather insights into what actually motivates customers.

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Why “Unreasonable?”

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.

Featured Speakers

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

Reflections on the 2019 Event
Event Details


To purchase individual or group tickets, click on the “Get Tickets” link at the top of the page. Each ticket provides all-day access to Unreasonable and includes a lunch provided by Kahn's Catering, and a post-event happy hour.

through Oct 14
Student or
Group of 5
per ticket
Group of 2
per ticket

Proof of Vaccination Required for Attendance

Proof of vaccination against Covid-19 is required for all attendees. Upon registration, attendees will be required to email a photo of their vaccination card to  events@yandl.com  in order to attend. Please note that entry requirements are subject to change, based on health and safety protocols at the time of the event. By purchasing tickets to this event, you agree to abide by entry requirements in effect at the time of the event. Once you register, you’ll receive email updates for the latest protocols, if any.


The event will be held in the Toby Theatre at  Newfields: A Place for Nature and the Arts located in Indianapolis, Indiana. Because seating in the Toby Theater is limited, we encourage you to book soon, before the event is sold out. Lunch will be provided in the Deer Zink Events Pavilion at Newfields.

Registration will begin at 8 a.m. on
October 27.
Need help?
Reach out to Mason at events@yandl.com and he'll help answer any questions you have.
2019 Event
We were fortunate to have a distinguished, varied and, if we may say so, delightful group of speakers and attendees in 2019.