October Morning Momentum

Behavioral Economics: The Hidden Psychology Behind Customer Decisions

Why do customers say one thing and do another?

Despite having more data than ever, marketers still struggle to predict and influence behavior. The answer lies in behavioral economics, the science of how people actually make decisions. While research suggests that approximately 77% of decisions are driven by emotion and only 23% by rational thinking, many marketing strategies are still built primarily for rational decision-making. In this engaging session, discover how leading brands use principles like loss aversion, social proof, goal gradient theory, and choice architecture to drive desired behaviors, increase engagement, and create measurable business impact.

The most effective marketers don’t change minds. They design environments that make desired behaviors easier and more rewarding.

Adam Kurek is a Business Development Director with BI WORLDWIDE, a global leader in engagement, loyalty, and behavior change solutions. He partners with Fortune 1000 organizations to inspire people and improve business performance. Passionate about behavioral economics, he brings a practical perspective on how marketers can apply the science of human behavior to create more effective marketing programs and drive stronger business outcomes.