The session will be led by Dr. Simona Botti, Professor of Marketing, London Business School; those interested need to register by June 02
17 May, 2021, Bengaluru: The Marketing area at IIM Bangalore will host a webinar titled, ‘Creating Boundary-Breaking Consumer Research: Ways to Broaden Impact’, on June 04 (Friday), 2021, from 04.00 pm to 05:30 pm, to be led by Dr. Simona Botti, Professor of Marketing, London Business School, London, UK.
For registration, please visit:
https://docs.google.com/forms/d/1fLAm7wKhvWK_qhkWLbnfA-3QqWJSx-4xs9C8jD9wIjE/edit
Interested candidates need to register for this webinar by June 02, 2021. They will be sent a Zoom link by June 03, 2021. There will not be any certificate offered for participation in this webinar.
Consumer research often fails to have a broad impact on members of the Marketing discipline, on adjacent disciplines studying related phenomena, and on relevant stakeholders who stand to benefit from the knowledge created by the rigorous research. A paper by MacInnis and others 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 is studied, why and how. The paper identifies these boundaries and describes how they can be challenged. In the talk the speaker will present one of her publications to show how the framework illustrated in the JM paper can be applied to real life. Based on the framework and her personal experience, she will discuss what researchers can do to break boundaries and enhance the impact of their research, which is good for both individual researchers and the fields of consumer research and marketing.
About the speaker: Professor Botti joined London Business School in 2007 after two years as Assistant Professor of Marketing at the S.C. Johnson Graduate School of Management, Cornell University. She received an undergraduate degree in Business Administration from Bocconi University in Milan, Italy, and an MBA and PhD in Marketing from the University of Chicago. Professor Botti teaches the Brand Management elective and co-directs (with David Faro) the open enrolment executive education course Strategic Branding: From Behavioural Insight to Business Growth. In 2017 she received the MBA Best Teacher Award and the London Business School Excellence in Teaching Award.
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 wellbeing. Her work has been published in leading psychology and consumer behavior journals, including the Journal of Consumer Research, Journal of Personality and Social Psychology, and Psychological Science. She is Associate Editor at Journal of Consumer Psychology, Journal of Consumer Research, and Journal of Marketing. She also served on the Association for Consumer Research Board as International Perspectives Director from 2016 to 2018 and is currently a member of the ACR Ombuds team.
The session will be led by Dr. Simona Botti, Professor of Marketing, London Business School; those interested need to register by June 02
17 May, 2021, Bengaluru: The Marketing area at IIM Bangalore will host a webinar titled, ‘Creating Boundary-Breaking Consumer Research: Ways to Broaden Impact’, on June 04 (Friday), 2021, from 04.00 pm to 05:30 pm, to be led by Dr. Simona Botti, Professor of Marketing, London Business School, London, UK.
For registration, please visit:
https://docs.google.com/forms/d/1fLAm7wKhvWK_qhkWLbnfA-3QqWJSx-4xs9C8jD9wIjE/edit
Interested candidates need to register for this webinar by June 02, 2021. They will be sent a Zoom link by June 03, 2021. There will not be any certificate offered for participation in this webinar.
Consumer research often fails to have a broad impact on members of the Marketing discipline, on adjacent disciplines studying related phenomena, and on relevant stakeholders who stand to benefit from the knowledge created by the rigorous research. A paper by MacInnis and others 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 is studied, why and how. The paper identifies these boundaries and describes how they can be challenged. In the talk the speaker will present one of her publications to show how the framework illustrated in the JM paper can be applied to real life. Based on the framework and her personal experience, she will discuss what researchers can do to break boundaries and enhance the impact of their research, which is good for both individual researchers and the fields of consumer research and marketing.
About the speaker: Professor Botti joined London Business School in 2007 after two years as Assistant Professor of Marketing at the S.C. Johnson Graduate School of Management, Cornell University. She received an undergraduate degree in Business Administration from Bocconi University in Milan, Italy, and an MBA and PhD in Marketing from the University of Chicago. Professor Botti teaches the Brand Management elective and co-directs (with David Faro) the open enrolment executive education course Strategic Branding: From Behavioural Insight to Business Growth. In 2017 she received the MBA Best Teacher Award and the London Business School Excellence in Teaching Award.
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 wellbeing. Her work has been published in leading psychology and consumer behavior journals, including the Journal of Consumer Research, Journal of Personality and Social Psychology, and Psychological Science. She is Associate Editor at Journal of Consumer Psychology, Journal of Consumer Research, and Journal of Marketing. She also served on the Association for Consumer Research Board as International Perspectives Director from 2016 to 2018 and is currently a member of the ACR Ombuds team.