Jake McKenzie | SpeakerHub

Personal Details

Bio

Jake McKenzie is the CEO of Intermark Group. His background is in psychology, which gives him an unparalleled view of changing customer beliefs and behavior. Employing PhD Psychologists to apply well-documented human psychology, Jake has helped shape such successful brands as Toyota, Krispy Kreme, Progressive Insurance, and hundreds of other flourishing companies around the country. Jake is also an avid reader and outdoors enthusiast, in addition to being a father of four. Jake holds a BA in Psychology and Political Science from Vanderbilt University, as well as a MPPM from Birmingham-Southern College.

Current position (1)

CEO

Intermark Group

Degrees (2)

Bachelor of Arts, Psychology & Political Science

Vanderbilt University

1991 to 1995

Masters, Public & Private Management

Birmingham Southern College

1995 to 1997

Presentations

Presentations (1)

A New Revolution: Applying Behavioral Sciences Into Branding

This session will dive into the psychology behind a consumers’ decision-making process. There are many psychological principles that directly correlate to how others think. For instance, over 90% of all purchase decisions are made with the subconscious part of the brain. So how can we affect this part of the brain, also known as System One? How can we tailor our messages to consumers so that they want to buy our products? How can we improve our marketing tactics with a psychology-driven approach?

By understanding the Law of Least Effort, which affects our purchase-making decisions, we can learn more about all of the pre-existing pathways for how we make decisions that we default to, which lets our brain make decisions on our behalf. This session dives into the main psychological principles of social proof, the endowment effect, scarcity, and many more, giving marketers in the audience knowledge behind how to use psychology to drive a consumer’s decisions.