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The four dangers of categorical thinking in business

Webinar | English

February 21 OF 2019 from 01:00 PM to 02:00 PM

Your brain is a categorization machine, constantly busy sorting and organizing the complex world around you. Your survival depends on your ability to categorize. It is great to be able to tell at a glance whether something is a stick or a snake, because members of these two categories behave very differently. But in business we often use categories that are invalid, or not useful, and this can lead to major errors in decision-making. In this webinar, Bart de Langhe will describe the four dangers of categorical thinking, highlighting implications for marketing, human resources, finance, data analytics and other business functions.

ESADE Alumni is pleased to invite you to this Refresher Programme talk, ''The four dangers of categorical thinking in business'', by Bart de Langhe, associate professor of marketing at ESADE.

If you want to learn more about the psychology of decision-making, please take a look at our brand new open executive program here

Bart de Langhe
Bart de Langhe joined ESADE in 2017 as an associate professor of marketing. He obtained his PhD at the Rotterdam School of Management, and was previously on the faculty at the University of Colorado-Boulder. Bart is an expert in the psychology of decision-making. He has published numerous articles in leading academic marketing and management journals (such as the Journal of Marketing Research, Journal of Consumer Research, and Management Science). His academic work is regularly featured in managerial and popular outlets (such as the Harvard Business Review, The New York Times, and The Wall Street Journal). In 2017, Bart was recognized by the Marketing Science Institute as one of the most promising young scholars in marketing.

Remember, you can:

- Access the webinar wherever you are from a mobile device* or computer providing you have a loudspeaker and an internet connection.
- Interact with the speaker by asking questions via a real-time chat during the presentation of the session.

*If you use a mobile device, you must download the app to access the webinar platform.

A few days before the workshop we will email you a personal and non-transferable access URL to enable to you follow the workshop live and take part in it. Webinar times are GMT+01:00, Brussels, Copenhagen, Madrid and Paris. Find out what time the workshop will take place in your time zone by clicking on the link in this email.