the science behind
consumer behavior
Gather alongside marketers across the country for a conference that explores the science behind consumer decision-making.
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
byKelly Goldsmith
Fundamentals
byRyan Hamilton
Identity
byAmericus Reed
Sustainability
byMaura L. Scott
Meaning
byLawrence Williams
AI UNDERSTANDING
byMolly Crockett
INCENTIVES
byUri Gneezy
strategy
byKari O'Neill
host / strategy
byTom Denari
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.
Young & Laramore
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.
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