07 | BrandEx 2025
15.-16. JANUAR 2025

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Dr. James Morgan

Event Tech Lab

17:45 – 18:15 Uhr | Playground Interactive
Emotional Triggers and Behaviour Change

Designing emotional triggers into events to create behaviour change for brands equals success and a positive ROI on an event budget. But how do you build in these triggers? The session explores various emotions and how trigger them to create positive consumer behaviour at different types of events.

Dr James Morgan is a Principal Lecturer in Event Design and Technology and course leader for the BA Honours Events Management degree at the University of Westminster, London. He is also the  founder of Event Tech Lab, a partnership community for event technology companies, event professionals and investors. He was recently voted as one of the Top 100 Most Influential People in the Events Industry in the Eventex Global Awards 2019. Other awards include being in Eventbrite’s Top 100 Event Professionals in 2016; as well as being awarded the International Live Events Association’s top accolade, the J Robert Graves Pioneer Award for for his services to the association in the same year. He was also voted as one of the Top 20 Industry Changemakers for 2017 by US publication Meetings Net magazine. As a respected international speaker, writer for Mash Media and previously for Event MB, James judge’s industry awards in Europe, North America and the Middle East each year. As a truly international event professional, he is passionate about researching topics on experience design, attendee engagement and technology.