IIM Ahmedabad Professor Arvind Sahay to speak on neuroscience & OOH in OAC 2022

Application of neuroscience in marketing and advertising gives brands and agencies deep insights into customer needs, motivations and preferences that arguably traditional research methods can’t reveal. Arvind Sahay, Professor of Marketing and International Business at the Indian Institute of Management (IIM) Ahmedabad said in a recent interview with Media4Growth that as “as a critical mass of people builds up who are familiar with the ideas, tools and technology, neuroscience application in marketing will pick up much more quickly. To me it is clearly the future.”

Prof. Sahay will be speaking on the opportunity of ‘Applying neuroscience to OOH advertising’ in the upcoming Outdoor Advertising Convention (OAC) at Westin Mumbai Powai Lake, Mumbai on August 17-18, 2022.

Prof. Sahay is also the Faculty Chair of Executive Education Programmes in pricing, neuroscience in marketing, fintech and enhancing salesforce performance, and behavioural science for CXOs. He undertakes research in areas like pricing and valuation, managing innovation, marketing of high tech products, marketing strategy, market entry strategies, brand management, matching the organisation to the market, marketing effectiveness metrics, e-marketing, WTO and international trade.

Prof. Sahay is the author of the book ‘Brands and the Brain: How to use Neuroscience to create Impactful Brands’.

In the early part of his career, Prof. Sahay worked in the manufacturing and financial services sectors, apart from engaging in IT consulting. He is a recipient of the Dewang Mehta Best Teacher in Marketing Management Awards (2015). He was nominated to Thinkers 50, India by the Institute of Competitiveness, Harvard Business School.