The complexities of "free" and how brands are tapping into Eudaimonia

This event report considers areas of marketing in which psychology has an important role to play in understanding consumer behaviour.

The complexities of "free" and how brands are tapping into Eudaimonia

Lena RolandWarc

The commodification of psychology and hedonic versus utilitarian rewards were among the themes explored at the Marketing Society's 56th annual conference, held in London in November 2015. The theme of the day was 'Go Beyond' which challenged marketers to get out of their comfort zones and look for parallels from sectors other than their own.

Daniel Ariely, James B. Duke professor of Psychology and Behavioural Economics at Duke University, talked on the art and science of marketing and the hidden forces that shape consumers'...

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