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Marketing Research Seminars

Details of our upcoming seminars are posted here:


Date: Friday, December 1, 2017

Speaker: Stephanie Tully, Marshall School of Business, USC
Topic: Too Constrained to Converse: The Effect of Financial Constraints on Word-of-Mouth
Time: 10:00AM - 11:30AM
Place: Henry Angus 966

Abstract:  Existing research demonstrates that financial constraints are widespread and influence consumer attention, preference, choice, and consumption in a variety of ways. Despite the growing knowledge of how financial constraints affect the consumer decision making process, less is known about its impact on post-purchase behavior. In this work, we examine whether financial constraints impact an important post-purchase behavior—word-of-mouth—and in what direction. Six studies show that financial constraints reduce purchase-related word-of-mouth. This effect emerges across people’s reported frequencies of discussing their purchases with friends and family, as well as their intentions, desires, and real decisions to engage in online word-of-mouth. We show that this effect is explained by a reduction in the anticipated pleasure of engaging in purchase-related word-of-mouth, because thinking about how one’s monetary expenditures evokes more aversive feelings for financially constrained consumers. This effect cannot be similarly explained by other explanations such as impression management or the desire to hoard informational resources. Further, we demonstrate that the reduction in pleasure is specific to talking about one’s monetary expenditures. Thus, financial constraints reduce purchase-related word-of-mouth, but do not universally decrease one’s propensity to share.


Date: Friday, February 2, 2018

Speaker: Steven Heine , Department of Psychology, University of British Columbia
Topic: TBA
Time: 10:00AM - 11:30AM
Place: Henry Angus 966

Abstract:  TBA


Date: Friday, April 13, 2018

Speaker: Andrea Morales, W.P. Carey School of Business, Arizona State University
Topic: TBA
Time: 10:00AM - 11:30AM
Place: Henry Angus 966

Abstract:  TBA


Date: Friday, April 20, 2018

Speaker: Luke Clark, Department of Psychology, University of British Columbia
Topic: TBA
Time: 10:00AM - 11:30AM
Place: Henry Angus 966

Abstract:  TBA


Date: Friday, May 18, 2018

Speaker: Juanjuan Zhang, MIT Sloan School of Management
Topic: TBA
Time: 10:00AM - 11:30AM
Place: Henry Angus 966

Abstract:  TBA