Unreasonable by Nature: The Psychology of Consumer Choice

{
  "id": "PP1162474",
  "track": "Brand & Marketing",
  "focus_area": null,
  "category": "Panel",
  "event_id": "PP1162474",
  "event_type": "panel",
  "format": "Panel",
  "genre": null,
  "subgenre": null,
  "name": "Unreasonable by Nature: The Psychology of Consumer Choice",
  "presented_by": null,
  "publish_at": "2025-11-03T16:30:00.000-06:00",
  "reservable": true,
  "reservable_id": "PP1162474",
  "reserved": false,
  "date": "2026-03-15",
  "end_time": "2026-03-15T12:30:00.000-05:00",
  "start_time": "2026-03-15T11:30:00.000-05:00",
  "message": null,
  "image": {
    "alt_text": "Unreasonable by Nature: The Psychology of Consumer Choice",
    "credit": null,
    "url": "https://images.sxsw.com/3FbaSmQyLCo6Ze04fPqN1S5QOik=/950x633/images.sxsw.com/187/80e0a898-0801-569b-19e7-b54f8f92b5dd/pp1162474"
  },
  "credentials": [
    {
      "name": "Platinum Badge",
      "type": "platinum"
    },
    {
      "name": "Innovation Badge",
      "type": "innovation"
    }
  ],
  "contributors": [
    {
      "id": 77982,
      "company": "Duke University’s Fuqua School of Business",
      "credential_types": [
        "innovation"
      ],
      "entity_id": 2238934,
      "name": "Keisha Cutright",
      "speaker_types": [],
      "title": "Associate Professor of Marketing",
      "image": {
        "alt_text": "Keisha Cutright",
        "credit": null,
        "url": "https://images.sxsw.com/E2WyeeATTBUaBqlpJbNgfeNhE7Q=/600x600/images.sxsw.com/48/d6d34d6c-dd87-1ad2-e682-6606911c97d3/pcid-1622923"
      },
      "speaker_type": "Speaker",
      "details": "Dr. Keisha Cutright is a Professor of Marketing at Duke University’s Fuqua School of Business.  Her research explores fundamental drivers of consumer behavior, such as personal control, religion, and self-care, and the implications of such for brand-building and consumer welfare. \n\nCutright has published her research in top-tier academic journals and currently serves as an Associate Editor for two of the leading consumer research journals, the Journal of Marketing Research and the Journal of Consumer Psychology. Popular accounts of her work have been covered by outlets such as the Wall Street Journal, The Atlantic, Science Daily, NewsWeek, TIME, and Fast Company. Prior to her career in academia, Cutright worked in brand management at P&G.",
      "links": {},
      "type": "person"
    },
    {
      "id": 77981,
      "company": "University of Colorado at Boulder, Leeds School of Business",
      "credential_types": [
        "innovation"
      ],
      "entity_id": 2238933,
      "name": "Alix Barasch",
      "speaker_types": [],
      "title": "Associate Professor of Marketing",
      "image": {
        "alt_text": "Alix Barasch",
        "credit": null,
        "url": "https://images.sxsw.com/ZF7vW7hYitdWGVx6xLDMAqPW7e4=/600x600/images.sxsw.com/48/c81fb172-0fb2-bd03-0ec8-50a694dcc781/pcid-1622922"
      },
      "speaker_type": "Speaker",
      "details": "Alix Barasch is an Associate Professor of Marketing at the Leeds School of Business at the University of Colorado at Boulder. She holds a Ph.D. in marketing from the Wharton School at the University of Pennsylvania and a Bachelor of Science in psychology from Duke University. \nDr. Barasch’s research focuses on how new technologies fundamentally reshape consumer behavior and well-being. She has numerous publications in both scholarly and managerial journals, has served as an associate editor or on the editorial board of several leading marketing and psychology journals, and has received many field-level distinctions including the Early Career Award from the Association for Consumer Research. \n",
      "links": {},
      "type": "person"
    },
    {
      "id": 77980,
      "company": "Goizueta Business School, Emory University",
      "credential_types": [
        "innovation"
      ],
      "entity_id": 2238932,
      "name": "Ryan Hamilton",
      "speaker_types": [],
      "title": "Associate Professor of Marketing",
      "image": {
        "alt_text": "Ryan Hamilton",
        "credit": null,
        "url": "https://images.sxsw.com/sGxt0eKHGjVyvQcjrm8vIKYiz0U=/600x600/images.sxsw.com/48/3130af0e-44db-2e1f-7683-6018d0a09f86/pcid-1622921"
      },
      "speaker_type": "Speaker",
      "details": "Associate Professor of Marketing at Emory University’s Goizueta Business School, Ryan Hamilton is an award-winning teacher and researcher, Ryan’s research on pricing, branding, and customer experience have been covered in Harvard Business Review, The New York Times, The Wall Street Journal, USA Today and The Financial Times. He has consulted with Walmart, FedEx, Home Depot, Caterpillar, ConAgra, Cigna, Visa, and Ipsos, among others, and has been a keynote speaker on various topics in marketing. Ryan co-authored a book and co-hosts a podcast, both called “The Intuitive Customer,” which apply the insights from consumer psychology to effectively managing customer experiences. He also recently co-authored “The Growth Dilemma: Managing Your Brand When Different Customers Want Different Things.”",
      "links": {},
      "type": "person"
    },
    {
      "id": 48707,
      "company": "Young & Laramore",
      "credential_types": [
        "innovation"
      ],
      "entity_id": 2204288,
      "name": "Tom Denari",
      "speaker_types": [],
      "title": "President & CEO",
      "image": {
        "alt_text": "Tom Denari",
        "credit": null,
        "url": "https://images.sxsw.com/8c3bGulfDvsMaRVMmWKEyjo4P2U=/600x600/images.sxsw.com/48/871e8ce3-0e47-a162-6214-8ec95a41f84f/pcid-1558751"
      },
      "speaker_type": "Speaker",
      "details": "Tom Denari is President & CEO of Young & Laramore, an independent advertising agency based in Indianapolis. For more than 30 years, he’s helped lead strategic and creative work for brands like DEWALT, Goodwill, Cummins, Brizo, and Steak ‘n Shake. He developed Y&L’s Unspoken Brand Strategy Process, which combines behavioral science and emotional insight to uncover the real drivers behind consumer decisions. His writing on brand strategy and consumer behavior has appeared in Ad Age, Adweek, and Forbes. In 2019, Tom launched Unreasonable: A Modern Look at Consumer Motivations, an annual conference that brings together marketers and behavioral scientists. He holds a degree from Wabash College and an MBA from Indiana University’s Kelley School of Business.",
      "links": {},
      "type": "person"
    }
  ],
  "venue": {
    "accessible": false,
    "age_policy": null,
    "floor": "5",
    "id": "V2031",
    "indoor_outdoor": null,
    "name": "Waterloo Ballroom 4-6",
    "parent_id": "V2024",
    "parent_venue_name": "Austin Marriott Downtown",
    "venue_entry_info": null,
    "formats": null,
    "location": {
      "address": "304 E Cesar Chavez St.",
      "lat_lon": [
        30.2628298,
        -97.74157
      ],
      "city": "Austin",
      "postal_code": "78701",
      "state": "TX",
      "name": "Austin Marriott Downtown"
    },
    "root": {
      "accessible": null,
      "age_policy": null,
      "floor": null,
      "id": "V2024",
      "indoor_outdoor": null,
      "name": "Austin Marriott Downtown",
      "parent_id": null,
      "parent_venue_name": null,
      "venue_entry_info": null,
      "formats": null
    },
    "events": "[omitted 5 venue events]"
  },
  "description": "As much as we'd like to think that splurgy new car and our Prime Day shopping carts are the fruits of reason, purchases big and small aren’t governed by logic. People purchase based on who they are, how they feel and what surrounds them at the time. Humans are 'Unreasonable by Nature,' and this panel will illustrate how to grow brands by aligning with the true psychological drivers of consumer decisions. Expert academics from leading American business schools, Ryan Hamilton, Alix Barasch and Keisha Cutright, will explore how rational marketing tactics often fail where unreasonable appeals win.",
  "experience_level": "Intermediate",
  "accessibility": [],
  "accessible_venue": false,
  "add_bcl_url": false,
  "add_slido": false,
  "age_policy": null,
  "american_sign_language": false,
  "apple_url": null,
  "audio_description": false,
  "caption_url": "Medium",
  "closed_captioned": false,
  "cpe_credit": false,
  "has_subtitles": false,
  "hash_tags": [],
  "high_sensory_experience": false,
  "live": false,
  "long_description": "As much as we'd like to think that splurgy new car and our Prime Day shopping carts are the fruits of reason, purchases big and small aren’t governed by logic. People purchase based on who they are, how they feel and what surrounds them at the time. Humans are 'Unreasonable by Nature,' and this panel will illustrate how to grow brands by aligning with the true psychological drivers of consumer decisions. Expert academics from leading American business schools, Ryan Hamilton, Alix Barasch and Keisha Cutright, will explore how rational marketing tactics often fail where unreasonable appeals win.",
  "meeting_url": null,
  "meeting_url_live": false,
  "mentorly_url": null,
  "mobile_audio_url": null,
  "open_captioned": false,
  "playlist_tag": null,
  "rebroadcast": false,
  "recommended_ids": [],
  "search_conversions": null,
  "short_program": false,
  "slido_url": null,
  "sort": "UNREASONABLE BY NATURE: THE PSYCHOLOGY OF CONSUMER CHOICE",
  "source": "Official",
  "squad_up_url": null,
  "stream_embed": null,
  "stream_id": null,
  "stream_url": null,
  "strobe_warning": false,
  "subdiscipline": null,
  "summit": null,
  "summit_display_name": null,
  "tags": [],
  "talent_attending": null,
  "title_only": false,
  "track_display_name": "Brand & Marketing track sponsored by Youtube",
  "trailer_id": null,
  "trailer_url": null,
  "video_on_demand": null,
  "vimeo_id": null,
  "vod": false,
  "xr_project_type": null,
  "youtube_id": null,
  "related_sales_client": null
}