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The Business of Choice: Marketing to Consumers’ Instincts by Matthew Willcox

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Appendix: Reading List and Resources

Conferences

A number of excellent conferences exist where academics present their research, either through paper sessions, which are typically short 15-minute presentations, or poster sessions, which are generally held in a large hall at the conference where hundreds of researchers pin a summary of their research on a board in the form of a poster and discuss it with anyone who is interested. Even if the research seems daunting at first, academics are generally very happy to discuss it in a less hardcore scientific manner. I’ve learned a huge amount from poster sessions as they are a little more intimate, and generally the exhibitor is less time pressed.

I try to attend three annual North American conferences—the ...

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