Sauder marketing professors to present research that empowers consumers

Marketing strategies are sometimes seen as the smoke and mirrors used by businesses to leverage the most money possible out of consumers. At Sauder, professors often look at the relationship between marketers and the buying public from the consumers’ perspective to understand its effects and possible abuses. On March 7 at UBC Robson Square, as a part of UBC’s Celebrate Research Week, three members of Sauder’s marketing division will present research that can be used to empower consumers. 

“Fast food Consumption and the Ban on Advertising Targeting Children: The Quebec Experience”

Presented by Assistant Professor Tirtha Dhar
Recently headlines have been filled with news of North America’s most profound health threat – obesity. Amid the growing concern, several countries are considering banning fast food advertising targeting children. In his presentation, Assistant Professor Tirtha Dhar will discuss his research into the outcomes of such a ban in Quebec. The results he will share are striking, showing an estimated reduction in fast food consumption of $88 million per year, which translates to approximately 3.4 billion fewer calories consumed.

“Does Size Really Matter? Consumer Responses to Vanity Sizing"

Presented by Assistant Professor JoAndrea Hoegg
For the buying public, when it comes to clothing, bigger is not better. Retailers have caught on and are manipulating sizes to boost sales.  Assistant Professor JoAndrea Hoegg will discuss her study which confirms that consumers are more likely to snap up garments sized smaller than expected, and leave behind larger ones. She also explains why buyers often console themselves by purchasing other appearance-enhancing products when confronted with clothing that is larger-than-expected.

“How Marketing Research Protects Consumers: The Case of Rebates”  

Presented by Assistant Professor Tim Silk 
Consumer rebate offers often don’t seem to live up to their promises. Consumers are turning to law makers in the U.S. and Canada to introduce legislation.  Assistant Professor Tim Silk will explain how his work examining the influence of rebates on consumers is being used by governments to change policies at the Competition Bureau of Canada and the Federal Trade Commission in the United States.

The March 7 symposium will begin with a reception at 5pm and will continue with presentations at 6 pm and Q&A at 7 pm. This is a free event, but registration is required by March 3, 2011. To register click here.