Relevant, Meaningful Consumer Research
Introduction
The Pursuit of Relevant, Meaningful Consumer Research, 2015 Winter ÂÜÀòÉç¹ÙÍø Pre-Conference Event, San Antonio, 13 Feb 2015
The 2015 Winter ÂÜÀòÉç¹ÙÍø Pre-conference Session
“The Pursuit of Relevant, Meaningful Consumer Research”
10:00-10:30a.m to noon; lunch to follow
riday, February 13, 2015
Linking Scholarship to Practice: Consumer & Firm Focused Advice for Scholars
The 2015 Winter ÂÜÀòÉç¹ÙÍø Pre-conference Session, “The Pursuit of Relevant, Meaningful Consumer Research,” involves a panel of leading scholars linked in different ways to initiatives and organizations that have at their heart the goal of helping us pursue relevance and impact with diverse audiences. Our panel discussion will address how scholars interested in consumers can enhance the relevance and meaningfulness of our research not only for fellow academics, but also other audiences including, public policy makers, marketing managers, environmental activists, or aspiring entrepreneurs. Our tendency is to define ourselves by our methods (experimental, survey, CCT, modeling), but the panel will speak to the opportunity to focus our efforts on topics and problems of importance so that we can collectively have a voice in providing insights and solutions.
The format for the session is a lively and interactive exchange of views on the what, why and how of pursing and doing “relevant” consumer research. The intent is to create an exchange of perspectives and approaches with plenty of opportunity for audience questions. We anticipate the session will be relevant for scholars at all career stages seeking to do research that will be useful for our key stakeholders.
The panel includes:
Darren Dahl, B.C. Innovation Council Professor and Senior Associate Dean, University of British Columbia, Editor Journal of Consumer Research, Immediate Past President Society for Consumer Psychology.
Robert Fisher, Alberta School of Business Professor of Marketing, University of Alberta, ACR Advisory Committee on Transformational Consumer Research, ACR liaison with the Sheth Foundation Board.
Joel C. Huber, Alan D. Schwartz Professor of Marketing, Duke University, Chief Editor of Journal of the Association for Consumer Research, launching in 2016, Past Editor Journal of Marketing Research.
Angela Y. Lee, Mechthild Esser Nemmers Professor of Marketing, Northwestern University, Immediate Past President Association for Consumer Research, member ÂÜÀòÉç¹ÙÍø Board.
Richard J. Lutz, J. C. Penny Professor of Marketing, University of Florida, ÂÜÀòÉç¹ÙÍø Irwin Distinguished Educator recipient, Sheth Foundation Board, JCR Policy Board, Past Editor Journal of Consumer Research, Past President Association for Consumer Research.
Session Moderators:
Robin A. Coulter, Professor of Marketing, Department, University of Connecticut, President of ÂÜÀòÉç¹ÙÍø Academic Council 2015-16.
Linda L. Price, Underwood Family Professor of Marketing, University of Arizona, President Association for Consumer Research, ÂÜÀòÉç¹ÙÍø Academic Council, AMS Board of Governors, Sheth Foundation Board.
Also Sponsored by: ÂÜÀòÉç¹ÙÍø Academic Council; Sheth Foundation; OSU Center for Customer Interface Excellence; ÂÜÀòÉç¹ÙÍø Doctoral Student Special Interest Group; Marketing Science Institute.