Please join us for a
Lehigh Marketing Speaker Series Event

Friday, November 5, 2021

Presenter:  Simona Botti, London Business School
Topic:  "Creating Boundary-Breaking Marketing-Relevant Consumer Research"

Time:  10:15 AM to 11:30 AM
Location:  Via Zoom

https://lehigh.zoom.us/j/99224481149

Abstract
Consumer research often fails to have broad impact on members of our own discipline, on adjacent disciplines studying related phenomena, and on relevant stakeholders who stand to benefit from the knowledge created by our rigorous research. A paper by MacInnis et al. published in the Journal of Marketing in 2020 and titled “Creating Boundary-Breaking Marketing-Relevant Consumer Research,” proposes that impact is limited because consumer researchers have adhered to a set of implicit boundaries or defaults regarding what we study, why we study it, and how we do so. The paper identifies these boundaries and describes how they can be challenged. In this talk I present one of my publications to show how the framework illustrated in the JM paper can be applied to real life. Based on the framework and my personal experience, we can discuss what researchers can do to break boundaries and enhance the impact of their work, for both individual scholars and the fields of consumer research and marketing.

Bio
Professor Botti’s research focuses on consumer behavior and decision making, with particular emphasis on the psychological processes underlying perceived personal control and how exercising control (freedom of choice, power, information) influence consumers’ satisfaction and well-being.  For more information and to view her CV, visit her website.