Business and Management

Marketing research seminars

Marketing research seminars take place on the following Thursdays from 12pm-2pm in Jubilee G30, unless otherwise specified. Click on the seminar title for more information about each seminar and the speaker(s).

Upcoming seminars

Seminar title to be confirmed

Thursday 15 February from 12:30 until 14:00
Jubilee G32
Marketing research seminars
Tim Hilken (Maastricht University)

Abstract and bio pending. Click on the seminar title for more information when available.


Past seminars

Autumn term 2017
12 October
Eye Buy: Visual Exploration Affects Product Choice
Zachary Estes (Bocconi University)

Abstract

Shoppers prefer centrally-located products, but this can constrain shoppers’ choices and retailers’ sales. So, how can shoppers’ fixation on central products be overcome, and what are the consequences for product choice? We show that attentional priming influences visual exploration of a product display, thereby restricting or broadening product consideration and choice. In a series of studies, priming attention to the periphery (vs. center) affected eye movements toward, mouse clicks on, choice of, and memory of peripherally-located products, and this effect of visual exploration on peripheral product choice was accentuated among impulsive buyers. These results complement and constrain prior theorizing on location-based product choice: Central product choice may be the default, but it is easily and strongly counter-acted by priming broad attention, which impulsive shoppers tend to exhibit naturally.

Bio

Zachary Estes (PhD in Psychology, Princeton University) is Associate Professor of Marketing at Bocconi University in Milan, Italy. He has served as Associate Editor of the Journal Cognitive Science, and has served on the editorial boards of other journals and on the program committees of academic organizations in both psychology and marketing. His theoretical and applied research on cognition, emotion, and consumer behavior has been awarded funding by international granting agencies, and has been published in psychology and marketing journals including Cognitive Psychology, Emotion, Journal of Consumer Psychology, Journal of Experimental Psychology: General, and Psychological Science. He is also the proud winner of teaching awards at the University of Warwick (UK) and Bocconi University (Italy).