Confidence

When reporters want to understand how changing confidence is impacting consumer decision-making, they turn to Peter Atwater. Few can connect what is happening across Main Street, Wall Street and Constitution Avenue like he can. Atwater is a keen observer of the behavioral parallels that cut across financial, economic, political and social trends.

Behind the media soundbites, though, Atwater has developed a unique and powerful framework to explain how changes in confidence consistently and predictably impact our preferences, decisions and actions. What Atwater began as a quick project to better understand investor decision-making a decade ago has evolved into a rich behavioral template with broad application.

The result is that, today, when he is not teaching in the university classroom, Atwater can be found at major conferences, helping individuals to better understand the impact of changing confidence on their lives and the lives of those around them; at C-suite retreats, pushing business leaders to see the powerful linkage between the bottom line and customer and employee confidence; and in hospitals, partnering with healthcare professionals to develop easy-to-deploy strategies for improving patient confidence.

In an era of uncertainty, Atwater and his confidence framework are in high demand.