We navigate through countless decisions ranging from what to eat to whom to marry, which shapes our roles as citizens, consumers, managers, and policymakers. Dr Adrian Camilleri, an Associate Professor of Marketing at the University of Technology Sydney Business School and Director of the UTS Behavioural Lab, delves into the heart of these decisions, striving to unravel their complexities and unlock pathways to improve outcomes and reduce regrets.Adrian employs a blend of experimental and survey research methods to understand the thought processes underpinning judgment and decision-making, with a keen focus on what it means for organisations, consumers, and profits. From meal providers “nudging” sustainable diets, to financial service providers encouraging prudent retirement investing, to hospitals encouraging medical professionals to use best practice treatments, to retailers gamifying their loyalty reward programs, to consumers effectively learning from word-of-mouth, Adrian’s research is about understanding and influencing how, when, and why decisions happen.Research contributions can be found in top-tier academic journals in psychology, management, marketing, and public policy, including distinguished publications in Nature Climate Change, Management Science, and the Journal of Experimental Psychology: General. Notably, he has repeatedly published in and now serves on the editorial board of the top-rated journal, Organizational Behavior and Human Decision Processes.Adrian has taught over ten thousand students the intricacies of consumer behaviour and marketing research. Adrian’s dedication to mentorship is further evidenced by his supervision of PhD candidates and postdoctoral investigators exploring the realms of word-of-mouth dynamics and nudging sustainable behaviour. He is equally interested in spreading knowledge to people outside of academia, with his popular articles garnering more than a million reads across platforms including HBR.org, TheConversation.com, and PsychologyToday.com.Driven by a commitment to real-world impact, Adrian actively collaborates with industry and government entities, leveraging his expertise to tackle pressing societal challenges. Supported by funding from organisations such as The Commonwealth Bank of Australia, Netflix, and the NSW State Government, Adrian's research aims to bring together academic rigour and practical relevance, embodying his core passion of bringing about positive change that makes a real difference.