After receiving her Ph.D. in experimental social psychology, Cassie Hayward (nee Govan) spent two years in the USA as a Research Associate and Co-Director of the Behavioral Lab at Stanford University’s Graduate School of Business. Cassie is a Senior Lecturer in the School of Psychological Sciences. She is Program Coordinator for the Master of Applied Psychology and teaches into graduate and undergraduate subjects ("Influence and Persuasion" "Applied Research Methods" "Attitude and Behaviour Change" and "Mind, Brain, and Behaviour") along with the Melbourne Business School MBA and EMBA subjects "Managing People". In addition, Cassie heads up Empirica Research - an agency focused on evidence-based methods for social and consumer research. Her academic research concentrated on the structure of attitudes and the use of non-conscious attitude measurement tools. Other areas of her academic research included negotiation, ostracism, juror decision-making and the framing of inequity. She has published in top academic journals and books and presented at psychology and marketing conferences across the USA and Australia. Her commercial research has focused heavily on communications and advertising development, behaviour change, social issues, and consumer attitudes.