By studying human behavior we gain an understanding of the psychological biases that influence decision-making, allowing us to create effective marketing campaigns. Incorporating behavioral science principles leads to better results and a more engaging user experience.
Madeline was always curious, unabashedly honest, and fiercely independent. This consultancy is named in her memory. Madeline Wilson Zimmett 1921-2021
"You do not really understand something unless you can explain it to your grandmother.” — Albert Einstein
Research
Eric began his research on advertising in 2009, including the development of his own course on behavioral economics, taught at Penn State University in 2014 with Summer Study Programs of Melville, NY. He has since taught his material in various guest lectures at Penn State University, South Hills School of Business and Technology, and Juniata College.
Eric believes the understanding behavioral science — not data or ad targeting — is the future of the advertising industry.
Eric has been influenced by the work of Daniel Kahneman, Dan Ariely, Rory Sutherland, Robert Cialdini, Jonah Berger, Jonah Lehrer, and Howard Luck Gossage, who pioneered what is now known as behavioral science.
Eric Zimmett is certified by Ogilvy Consulting on Behavioral Science and Applied Behavioral Science
Eric is certified by Cannes Lions School for Behavioral Science for Brands, and Storytelling
