NeuroInsights: Neuroscience for Marketing and Leadership
As competition to engage consumers and retain talent continues to increase, academics and companies are using neural measures to gather new insights — ones that go beyond what can be observed through behavioral and survey metrics. This session will provide attendees with the latest research on how neuroscience complements effective marketing strategies and leadership education. It will also explore how leading companies can apply neuroscientific methods in practice. Presenters will highlight situations where behavioral and survey measures are subject to human bias, and where neuroscience can reveal people’s subconscious processes.
Speakers
Moran Cerf Assistant Professor of Business and Neuroscience / Kellogg School of Management
Moran Cerf’s research uses methods from neuroscience to understand the underlying mechanisms of our psychology. His work focuses on studies of the neural underpinnings of our behaviors: how our emotions, dreams and decision-making processes work, thereby offering a new perspective on predicting future choices and investigating how much free will we have in our decisions. Professor Cerf holds multiple patents, and his academic work has been published in academic journals such as Nature, as well as popular journals such as Wired and Forbes. Prior to his academic career, Professor Cerf spent nearly a decade in industry, holding positions in computers security, pharmaceutical, telecom, fashion, software development and innovations development. Professor Cerf spoke at TED, PopTech, DLD, and the WEF and his talks have received millions of views and a large following. In addition to his academic career, Professor Cerf is a science consultant for various Hollywood films and TV shows (‘House,’ ‘Limitless,’ ‘The Knick,’ ‘Falling Water’ and more). Recently, he was named one of the "Best 40 Under 40 Professors" by Poets & Quants. Most importantly, he is right handed.
Faculty Lead / NeuroInsights: Neuroscience for Marketing and Leadership
Adam Waytz Associate Professor of Management and Organizations / Kellogg School of Management
Adam Waytz’s research uses methods from social psychology and cognitive neuroscience to study the causes and consequences of perceiving mental states in other agents and to investigate processes related to social influence, social connection, meaning-making and ethics. His research has been published in leading journals such as Proceedings of the National Academy of Sciences, Journal of Personality and Social Psychology, and Psychological Review. Professor Waytz received the 2008 and 2013 Theoretical Innovation Award from the Society for Personality and Social Psychology, the SAGE Foundation Young Scholar Award and the International Social Cognition Network’s Early Career Award.
Contributor / NeuroInsights: Neuroscience for Marketing and Leadership
Jami Guthrie V.P. Global Consumer Insights & Business Analytics / SC Johnson
Jami Guthrie has over 20 years of experience as a marketing executive with deep insights and strategy expertise while building successful high performance teams. Guthrie joined SCJ in 2013 as Vice President-Global Consumer Insights and Business Analytics. Prior to joining SCJ, Guthrie held roles at The Wrigley Company as Vice President-Global Consumer and Market Insights and Integrated Marketing, as well as senior research and insights positions with Quaker Oats Company/PepsiCo and Millward Brown.
Speaker / NeuroInsights: Neuroscience for Marketing and Leadership
Carl D. Marci Chief Neuroscientist / Nielsen Consumer Neuroscience
Dr. Carl Marci is Chief Neuroscientist of Nielsen Consumer Neuroscience. He is also on faculty at Harvard Medical School. Dr. Marci received his Bachelor of Arts degree with honors at Columbia University and his Master of Arts degrees in Psychology and Philosophy at Oxford University as a Rhodes Scholar. He then completed his Doctor of Medicine degree with honors at Harvard Medical School. Dr. Marci has extensive training in biometrics and neuroscience through two National Institutes of Health research fellowships. Additionally, Dr. Marci founded Innerscope Research, which was acquired by Nielsen in 2015. The company’s innovative research has been featured in The New York Times, The Wall Street Journal, Advertising Age, MediaPost, Psychology Today, Wired Magazine, Fast Company and the International Herald Tribune and Dr. Marci has been interviewed by CNN, MSNBC and Fox News. He has published numerous articles in peer-reviewed science journals, gives lectures nationally and internationally, and is a pioneer in the new fields of social and consumer neuroscience.
Speaker / NeuroInsights: Neuroscience for Marketing and Leadership
Carolyn Yoon Professor of Marketing / Stephen M. Ross School of Management, University of Michigan
Carolyn Yoon’s research focuses on understanding psychological and neural mechanisms underlying judgment and decision processes across the lifespan in consumer domains and socio-cultural contexts. Her research has been published in journals such as the Journal of Marketing Research, Journal of Consumer Research, Journal of Personality and Social Psychology, and Psychological Science. She has co-organized numerous conferences including the Interdisciplinary Symposium on Decision Neuroscience and the Summer Institute in Cultural Neuroscience. She received the Journal of Consumer Research Best Paper Award in 2008, and was named a Fellow of the Association for Psychological Science in 2011.
Speaker / NeuroInsights: Neuroscience for Marketing and Leadership