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Sunday, March 15 • 12:30pm - 12:45pm
Humans Not Consumers: Unconscious Emotion and Action

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We’re taught that we’re thinking creatures that feel. The truth is we’re feeling creatures that think. Science now tells us that humans make decisions emotionally below the threshold of conscious awareness. And few would argue emotion is the key to connecting with people. But what does “unconscious emotion” even mean? And how do we apply it to our business?
If we raise our sightline and define our audience as humans, not just consumers—we deepen our empathy and widen our appeal. Join Douglas Van Praet, Fast Company writer and author of “Unconscious Branding,” as he demystifies emotions through the lens of neuroscience. He will explain the hardwired process of attention, awareness and emotional response that move brands to the fore of culture and market through human insight.

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avatar for Douglas Van Praet

Douglas Van Praet

Founder, Unconscious Branding
Douglas Van Praet is founder of Unconscious Branding, a brand strategy consultancy. He is also a behavior change therapist and author of Unconscious Branding: How Neuroscience Can Empower (and Inspire) Marketing. Van Praet’s approach to marketing draws from Unconscious Behaviorism... Read More →

Sunday March 15, 2015 12:30pm - 12:45pm CDT
ACC Ballroom B

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