Cracking the Code of Consumer Behavior: Sigi Hale, Ph.D. on the Science Behind the WHY

Feel like something’s missing in your understanding of the WHY behind consumer & shopper behavior? It probably is.In this Greenbook article, our own Sigi Hale, Ph.D. breaks down the simple, practical lessons academic neuroscience and psychology have to teach to marketing challenges. His key insights include…1: market research is model-free; academic research is model-based 2: human beings are incapable of explaining WHY they do things 3: behavior is predictable.