Paradigms for Consumer Research
Introduction
Conference at Northwestern University, 3 Jun 2010
Paradigms for Consumer Research
Thursday June 3, 2010
Allen Center, Kellogg School of Management, Northwestern University
Consumer research involves gaining insight about what consumers feel, know, believe, and developing an understanding about how consumers process information as a basis for judgments and choice. The purpose of this conference is to explore different paradigms that inform the content and process by which consumer decisions are made. A panel of distinguished consumer researchers examines a diverse set of approaches to engaging in consumer research.
8:30am-8:45am: Registration
8:45am- 9:00 am: Welcome and Overview
Brian Sternthal, Kellogg School, Northwestern University
9:00am-10:00 am: Intègraphy: The Study of Situations
Sidney Levy, University of Arizona,Coca-Cola Distinguished Professor of Marketing, the Eller College of Management.
10:00am- 11:00 am: Methods and Practices in Research on Motivation
Ayelet Fishbach, Professor of Behavioral Science and Marketing, University of Chicago, Booth School of Business.
11:00am – 11:30am: Coffee Break
11: 30am- 12:30pm: Qualitative Research and the Alcohol-Behavior Link
Bobby Calder, Northwestern University, Charles H. Kellstadt Professor of Marketing,
Director of the Center for Cultural Marketing.
Director of the Center for Cultural Marketing.
12:45pm-2:00pm: Lunch, Allen Center
2:00pm- 3:00pm:Katona’s Approach to Consumer Research: An Update
Richard Curtin, University of MichiganSenior Associate Research Scientist, Institute for Social Research.
3:00pm-4:00pm:To be Announced
Gerald Zaltman, Harvard University Joseph C. Wilson Professor of Business Administration, Emeritus.
4:00pm-4:45pm: Panel Discussion (all speakers) and Concluding Remarks (Sidney Levy)
There is no charge for attendance. However, space is limited. Please send an email confirming your attendance by May 14 to: sgu760@kellogg.northwestern.edu
Sponsored by the Eller College of Management, University of Arizona, and the Kellogg School of Management, Northwestern University.