Behavioral Science

By studying human behavior, we can better understand what motivates their customers and how to create more effective campaigns. From personalized messages to more persuasive copy, incorporating behavioral economics principles into your marketing can help drive better results and create a more engaging experience for your audience

“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 is certified by Cannes Lions School for Behavioral Science

Eric Zimmett is certified by Ogilvy Consulting on Behavioral Science and Applied Behavioral Science


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 economics — not data or ad targeting — is the future of the advertising industry.

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

Eric Zimmett 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.