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The 4 Minds of the Customer: A Framework for Understanding and Applying the Science of Decision Making

Ryan Hamilton, Emory University

Scientists have spent decades creating powerful and detailed descriptions of how people make decisions. Unfortunately, many of these theories make contradictory predictions, and are difficult to understand and implement. Ryan Hamilton will introduce the 4 Minds framework as a practical tool for understanding and applying the science of decision making in the marketplace. These four ways that customers can make decisions—using their Ideal Point Mind, Market Comparison Mind, Local Comparison Mind, or Image Mind—lead to very different outcomes and behaviors. By learning how these decision-making “minds” differ, marketers can better anticipate and serve their intended customers.

Related Conference:

Spring 2017 Board of Trustees Meeting: Customer Experience Beyond the Hype

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