Principal Eric Zimmett believes that behavioral science paired with a sound marketing strategy and clear copywriting is the key to creating great ads. Zimmett also believes that the understanding behavioral science — not technology — is the future of the advertising industry.
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.