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.

Sign up for updates

Sign up to receive announcements, networking and email updates.

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.

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

Tickets

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.

Single
$595
Presale
$545
through Aug 31
Student or
Non-Profit
$475
Bundle
Group of 5
$475
per ticket
Group of 2
$495
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.

Venue

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.

Schedule
Registration will begin at 8 a.m. on October 27. A full schedule will be announced soon.
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.