Learn how-to unconsciously to nudge people to make better decisions, typically leading to win-win situations that benefit both the consumer and the business
Event Details
Behavioral Finance is a new yet thriving field of research that seeks to explain the irrationality in human decision making (especially financial decision making) based on cognitive psychology, consumer psychology, and broader behavioral sciences theories. This new approach has most recently been applied to marketing by top tier compa-nies to win both the hart and the wallet of consumers. With such trailblazing application, the term unconscious
marketing / unconscious branding has been coined to contrast with traditional conscious marketing that primarily relies on conscious push in messaging and pales in effectiveness due to quick fatigue effect.Leon will first unveil the irrationality of everyday consumer decision making to illustrate why the majority of human decision making are subject to all sorts of cognitive shortcuts, heuristics, and bias. Leon will recommend a conceptual framework that can guide business leaders to apply behavioral finance in a practical manner to effectively influence consumer decision making and deliver business value. Finally, Leon will review some intriguing behavioral finance applica-tions in industry that have been successfully applied to drive business impact and enhance customer experience.
Early $10
Week of $15
At the Door $20
Speaker Profiles
Leon ZENG (Speaker)
Director, Behavioral Insights, Morningstar
https://morningstar.com
Leon Zeng is currently Director of Behavioral Insights at Morningstar, and he was previously Senior Principle of Behavioral Insights at Discover. In his current role, he serves as the internal Behavioral Finance expert and leads research and team efforts to attract prospective inves-tors, best serve their needs, and enhance investor satisfaction. Leon graduated from Tsinghua University with a bachelor's degree in Industrial Engineering focusing on mathematical optimi-zation. Then he received his Master's and PhD in Industrial Engineering from Purdue University with a focus on Human Factors and Management Science. He also finished an Executive Educa-tion program at Yale School of Management. Besides his regular job in industry, Leon contin-ues his engagement in academia. He has about twenty academic publications and has served on the editorial advisory boards of two academic journals. He also served on the scientific ad-visory boards of major academic conferences in his field and chaired conference sessions. Le-on is a CFA charter holder and in his spare time he enjoys cooking, dining, and networking.
Questions
Roger L Moore, '92
VP, Analytics / Entytle, Inc