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Workshop - Aco Momčilović, Andrijana Mušura Gabor - Efficience communication and giving Feedback + Bihevioral Science in practice

PMI Forum 2023

Moderators: Aco Momčilović, Andrijana Mušura Gabor

Date: 8 November 2023. (post-conference day) – 9:00-17:00


Part I: Effective communication and giving feedback - Aco Momčilović.

Part II: From theory to practice: How to unlock the potential of behavioral science in an organizational context - Andrijana Mušura Gabor


The application of behavioral science and behavioral insights in encouraging positive changes in behavior at the level of citizens, employees and clients is currently among the most influential theoretical discoveries, but also social innovations that are receiving increasing attention from the private sector. This workshop will explore theory and practice and provide basic knowledge for professionals unfamiliar with the field of behavior change and its application in organizations. The goal is to improve participants' understanding of how to apply behavioral science in their own work environment, from initial problem research to design, development and testing of ideas. The workshop will consist of creating ideas inspired by interesting examples and working with the practical framework for behavioral design - EAST.

The workshop has the following learning objectives:

  • Understand the field of behavioral insights and their importance to private organizations
  • Familiarize yourself with the framework for behavior change and explore the possibilities of application
  • Acquire basic behavioral design skills

The workshop is conceived through three activities:

  • Theory and application of behavior change
  • Group exercise
  • Presentations of solutions

Aco Momčilović

Born in Zagreb in 1980. After completing his studies in psychology at FFZG, he went to the Executive MBA at Cotrugli Business School. Further education is NLP Leadership Academy, and EU Funds Project Manager and Integral School of Organizational Development. He is a doctor of science. Researcher at the University of Dubrovnik - Digital Economy.

The first position in Human Resources was in Ledo, and after that he worked for 4 years in L'Oreal Adria. For the next two years, he was HR Manager at Billa (part of REWE Group), and after that position, he worked as an HR consultant on various projects (from headhunting to rightsizing and organizational changes) in various industries. He held the position of CHRO at Rimac Automobili for 3 years.

In addition, he lectures in various business schools on various topics in human resources, corporate culture and other business topics. He is currently a visiting professor at the Swiss School of Business and Management - Human Resource Management, Organizational Behavior and Artificial Intelligence for Business.

Since the beginning of 2018, he is the owner of the company FutureHR, where he works as an HR and Business Expert/Consultant for various clients. Covers company mission and vision projects, company branding, organizational design, recruiting, education, compensation and benefits, business consulting and mentoring, and management development.

In his free time, he is the president of the Supervisory Board of MBA Croatia, an association that gathers all MBA alumni in Croatia, and the founder and former president of the business-humanitarian organization POZA. It is also part of the Meeting G2 project - connecting businessmen from the Croatian diaspora. He is one of the founders of the association Voice of Entrepreneurs - the largest association of small and medium enterprises in Croatia and a member of their Supervisory Board.

He is the creator and researcher of the National AI Capital concept and the co-founder and co-director of the Global AI Ethics Institute, founded in Paris in 2021.


Andrijana Mušura Gabor (Ph.D) is a psychologist and researcher in the field of psychology of decision-making and behavior change. Her business passion lies in the possibilities of applying psychology and behavioral insights in order to achieve positive changes in people's behavior in different circumstances. Andrijana's areas of special interest include behavior change in the domain of sustainability, financial competence and financial decision-making, and organizational behavior.

Andrijana has extensive experience working with large humanitarian organizations (UNICEF, UNHCR, Save the Children Initiative, Nudge Lebanon), and currently holds the position of senior behavioral scientist at Nudgd (Sweden) - a company that is currently among the 50 most promising EU startups in clean mobility. There, it plays a role in conducting research and designing products with the aim of encouraging environmentally sustainable behaviors in the domains of mobility, energy, waste, health and nutrition, and consumer behavior.

In addition to the above, Andrijana is a senior lecturer at the Zagreb School of Economics and Management, where she teaches and leads the Laboratory for Behavioral and Experimental Economics (BEE Lab). As the founder of Insights, a behavioral change consultancy, she strives to make research insights more accessible to organizations seeking to promote positive behavioral change among their employees, consumers or citizens.


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