What you will learn:

All marketers are in the memory business. The most amazing, gripping thirty-second commercial in the world means absolutely nothing if viewers instantly forget it the second it’s over. An incredibly designed in-store experience means zilch if it isn’t remembered. By taking a neuroscientific approach to memory and marketing, we see quickly see that not all consumer experiences are equally likely to be remembered; certain features of an experience are more memorable than others.

In this Elective, you will learn all about how the brain creates memories and what it prioritizes. In doing so, you’ll understand how to design experiences that are not only engaging and enjoyable in the moment, but will leave a lasting impression on the consumer. Ideal for marketing managers, event designers, and agency creatives, this Elective will equip you with the tools to apply the neuroscience of memory to a wide array of marketing functions, from marketing campaigns, to creative content, to experiential design.

About the instructor:

Matt Johnson, PhD is a speaker, researcher, and writer specializing in the application of psychology and neuroscience to marketing. Following his Ph.D. in Cognitive Psychology from Princeton University, his work has explored the science behind brand loyalty, experiential marketing, and consumer decision making. He is the author of the best-selling consumer psychology book Blindsight: The (mostly) hidden ways marketing reshapes our brains (BenBella, 2020), and Branding That Means Business (Economist Books, Fall 2022). In 2023, he was inducted into Thinkers50 Radar as one of the world's rising business thinkers.

As a contributor to major news outlets including Psychology Today, Forbes, and BBC, he regularly provides expert opinion and thought leadership on a range of topics related to the human side of business. Matt is also passionate about helping brands use neuroscience to better understand, serve, and interact with their consumers. As the founder of neuroscienceof.com, he consults with a wide array of organizations, including as an expert-in-residence for Nike. Matt currently resides in Boston, MA, where he is a Professor of Psychology of Marketing at Hult International Business School, and an instructor at Harvard University’s Division of Continuing Education.

Matt grew up in The Bay Area, California, and has lived and worked in San Diego, New Jersey, Berlin and Shanghai.
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Suggested Length:60 min(Flexible)
# of Employees: Flexible
Delivery: Live via Zoom
Available Formats:
  • Keynote Followed by Q&A
  • Lecture with Discussion
  • Interactive Workshop

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