Research

Eric began his research on advertising in 2009, including the development of his own course on consumer behavior, 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 that the understanding behavioral science — not technology — is the future of the advertising industry.

Behavioral Science

Eric works with clients to increase conversions, repeat visits, and enjoyment through the use of behavioral science — the study of human behavior.

Effective use of behavioral science principles can improve all aspects of marketing. From writing headlines and copy that people remember; using social norms to nudge consumers; or the anchoring effect on menus to increase the average ticket size.

“In the same way that you wouldn’t trust a doctor with no knowledge of physiology or an engineer ignorant of physics, my experience over the last dozen or so years suggests that it’s foolhardy to work with an advertiser who knows nothing of behavioral science.”

— Richard Shotton, author of The Choice Factory

Eric Zimmett of Braden is certified by Cannes Lions School for Behavioral Science, Storytelling, Marketing Strategy, and Copywriting.

“Not everything that makes sense works, and not everything that works makes sense.” — Rory Sutherland

Eric Zimmett has been influenced by the work of Dan Ariely, Rory Sutherland, Robert Cialdini, Jonah Berger, Jonah Lehrer, and Howard Luck Gossage, who pioneered what is now known as behavioral economics.