Oh Behave! – Hidden Forces that Shape Irrational Behavior

When marketers design a marketing campaign – we typically design them for “rational” buyers. But do buyers ever act rational?

And what about us?

When we make decisions we think we’re in control and making rational choices. But are we?

Dan Ariely a faculty member at MIT’s Sloan School of Management and member of the Media Lab has launched a book called Predictably Irrational and the blog by the same name dedicated the study of behaviors. His work is fascinating and enlightening for all marketers.

Dan is going to be one of the Keynote speakers at MarketingProfs B2B Forum on June 9-10 in Boston (along with David Meerman Scott) which sounds like a fantastic line up to me – I know I will be there as well conducting a panel on: Is Social Media Harder for B2B vs. B2C? So don’t forget to join us for that.

This is a direct link to the event use promo code ESPK08 to save $200 on the $1,295 registration fee (save $350 if you sign up before May 19th).

Oh Behave! – Hidden Forces that Shape Irrational Behavior

About Dan

Dan’s immersive introduction to irrationality took place many years ago while he was overcoming injuries sustained in an explosion (here is a description of his experiences in the hospital). The range of treatments in the burn department, and particularly the daily “bath” made him face a variety of irrational behaviors that were immensely painful and persistent. Upon leaving the hospital, he wanted to understand how to better deliver painful and unavoidable treatments to patients so he began conducting research in this area. After completing this initial research project, he became engrossed with the idea that we repeatedly and predictably make the wrong decisions in many aspects of our lives and that research could help change some of these patterns. A few years later, decision making and behavioral economics dramatically influenced his personal life when he found himself using all of the knowledge he’d accumulated in order to convince Sumi to marry him (a decision that was in his best interest but not necessarily in hers). After managing to convince her, he realized that if understanding decision-making could help him achieve this goal, it could help anyone in their daily life.

Predictably Irrational, is his attempt to take research findings in behavioral economics and describe them in non academic terms so that more people will learn about this type of research, discover the excitement of this field, and possibly use some of the insights to enrich their own lives. In terms of official positions, he is the Alfred P. Sloan Professor of Behavioral Economics at MIT’s Sloan School of Management and at the Media Laboratory, a founding member of the Center for Advanced Hindsight, and a visiting professor at Duke University.

Written by Paul Dunay
Paul Dunay is an award-winning B2B marketing expert with more than 20 years’ success in generating demand and creating awareness for leading technology, consumer products, financial services and professional services organizations. Paul is the global vice president of marketing for Maxymiser a leading web optimization firm, and author of four “Dummies” books: Facebook Marketing for Dummies (Wiley 2009), Social Media and the Contact Center for Dummies (Wiley Custom Publishing 2010), Facebook Advertising for Dummies (Wiley 2010) and Facebook Marketing for Dummies 2nd Edition (Wiley 2011). His unique approach to marketing has led to recognition of Paul as a BtoB Magazine Top 25 B2B Marketer of the Year for 2010 and 2009 and winner of the DemandGen Award for Utilizing Marketing Automation to Fuel Corporate Growth in 2008. He is also a finalist for the last six years in a row in the Marketing Excellence Awards competition of the Information Technology Services Marketing Association (ITSMA), and is a 2010 and 2005 gold award winner in Driving Demand. Buzz Marketing for Technology, Paul’s blog, has been recognized as a Top 20 Marketing Blog for 2009 and 2008, a Top Blog to Watch for 2009 and 2008, and an Advertising Age Power 150 blog in the “Daily Ranking of Marketing Blogs.” Paul has shared his marketing thought leadership as a featured speaker for the American Marketing Association, BtoB Magazine, CMO Club, MarketingProfs, Marketing Sherpa, Marketing Executives Networking Group (MENG), and ITSMA. He has appeared on Fox News, and his articles have been featured in BusinessWeek, The New York Times, BtoB Magazine, MarketingProfs and MarketingSherpa. Paul holds an Executive Certificate in Strategy and Innovation from MIT’s Sloan School of Management and a bachelor’s degree in Marketing and Computer Science from Ithaca College.