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Friday, September 10 2021
12:00pm - 12:30pm
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Scheller Lunchtime Live: Product Placebo: Using the Placebo Effect to Improve Consumer Experience

Scheller Lunchtime Live is a livestream series hosted by the Georgia Tech Scheller College of Business featuring faculty, student, and alumni speakers discussing relevant topics for the tech-driven, digital age.

In this episode, Aaron Hackett, Lecturer in Marketing, will look at how consumer perception of a product, regardless of its competitive advantage, can be distorted by factors that have nothing to do with a product’s effectiveness. He’ll discuss how the placebo effect can improve the consumer experience and how to resolve the perception issue using common marketing cues we all value.

Just hit "Attend event" on the LinkedIn event and refresh the event page or the Georgia Tech Scheller College of Business page on Friday, September 10 at 12:00 p.m. ET to access the session. Please note, you must have a LinkedIn profile in order to register and view the livestream.

About Aaron Hackett

Aaron Hackett has been at the Scheller College of Business since 2013 and teaches strategic brand management to MBA and undergraduate classes.

Aaron is a marketing leader with experience in both Fortune 500 and emerging organizations. Launching his marketing career at Procter & Gamble as an assistant brand manager and later progressing to vice president of marketing and general manager at The oneCARE Company, Aaron has assisted leading organizations successfully relaunch under-performing brands, establish strong social media presence, and develop content management systems.

Aaron has delivered successful product innovations such as Folgers ground flavored coffee and Healthy Choice's Asian steamed meals, resulting in first year revenues of $10MM and $23MM respectively. He has managed business unit brand portfolios such as The oneCARE Company’s $60MM fabric care business unit featuring Dryel and several P&G licensed brands. Aaron has balanced his line management success with corporate mastery experience that allowed him to deliver P&G’s current best approach for in-store messaging.

Drawing from his digital marketing expertise and proven track record of strong brand management with leading global organizations, Aaron founded Hackett Consulting to help small businesses realize the same marketing solutions and services historically reserved for larger organizations. He consults with owners of smaller organizations to develop and execute their marketing plan.

Aaron is an MBA graduate of Stanford University. He received his M.S. in Industrial Engineering from the University of Tennessee at Knoxville and B.S. in Mechanical Engineering from the University of Texas at Austin. Prior to marketing, Aaron worked several years as an engineer and information technology professional at Bechtel National, Incorporated.