A Quest To Learn What Drives Consumer Decisions

As Madison Avenue focuses more intently on trying to influence consumer behavior, one of the world’s largest agencies is starting a unit that will tap into research from academics in the field as well as the work of its own employees.

Draftfcb, owned by Interpublic Group of Companies, is opening what it is calling the Institute of Decision Making, devoted to finding out more about the instinctual ways that consumers behave along with the rational and emotional ones. The unit will concentrate on emerging fields like behavioral economics and neuroscience.

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