Our Research

Principal Eric Zimmett believes that the understanding behavioral science — not technology — is the future of the advertising industry.

Behavioral science is a part of nearly every decision we make, even if we’re not aware. However, even those aware of behavioral science principles aren’t immune from its effects.

“People are irrational — and predictably so.”

— Dan Ariely, author of Predictably Irrational, Professor of psychology and behavioral economics at Duke University

Behavioral Science

Braden’s strategy is grounded in research on behavioral science. From writing headlines and copy that people remember; using social norms to nudge consumers; or the anchoring effect on restaurant 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 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 delivered an outstanding class to the students in our Summer Study program at Penn State. His class was highly engaging and students commented on his passion for the material.

David Wolk, Director of Summer Study Programs, Inc, Melville, NY

“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.