Columbia Global Centers | Beijing, No. 26, 1F Core Plaza, 1 Shanyuan Street, Zhongguancun, Haidian District, Beijing
In the business world, to gain insight into consumers is undoubtedly the beginning of strategy and product success. The key to such insight indeed lies in behavioral economics.
As a science across economics, psychology, behavioral science, and marketing, behavioral economics becomes more famous as it won the Nobel Prize twice in 2002 and 2017respectively.
What is behavioral economics? What are the latest research discoveries? How to apply the results to business?
On Sept. 10, Columbia Global Centers | Beijing and MIC invite you to a dialogue with Professor Ran Kivetz, a leading expert on behavioral economics at Columbia Business School, and Professor Yuhuang ZHENG from Tsinghua University to decode the mystery of behavioral economics and consumer insight.
Professor Ran Kivetz is a tenured Professor at Columbia University Business School. He is a leading expert in the areas of behavioral economics, decision-making, marketing, customer behavior, incentives, and innovation.
Professor Kivetz's research has won many prestigious awards. He was ranked as the third most prolific scholar in his field during 1982–2006. His research was covered by major print and broadcast media, including CNN, ABC, The New York Times, The Wall Street Journal, The Times and so on.
Professor Kivetz's teaching has won the Columbia Business School Dean’s Award for Innovation in the Curriculum. Many of his PhD graduates teach at prominent business schools, including Harvard Business School, Wharton Business School, University of Chicago Business School, Tsinghua School of Economics and Management (Tsinghua SEM).
Professor Yuhuang ZHENG graduated from Columbia University with his Ph.D. degree in marketing. He is currently Associate Professor of Marketing and Faculty Director of the Marketing Department Doctoral Program at the School of Economics and Management (SEM) and Research Fellow at the China Business Research Center, Tsinghua University. Previously he was on the faculty at Fordham University School of Business (New York) and has marketing and strategic planning experiences at Motorola and Compaq.