2019 Marketing Research Symposium
April 26, 2019

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This year' symposium brought three inspiring speakers in the domain of radical innovations and the effect of technology on consumer behavior.  Gina O'Connor (Babson College) talked about her extensive research on how firms can successfully create and launch radical innovations in the market. Juliana Schroeder (UC Berkeley) demonstrated that hearing a voice (vs. reading text) makes the communicator more human-like and is more effective in changing attitudes. Adrian Ward (U of Texas at Austin) argued that internet and smartphones are super stimuli and reduce people's mental capacity (memory and attention) even by their mere presence. Finally, the poster session showcased several new research presentations. The top three poster awards went to Esther Able (Laurier),  Nathaniel Whittingham (BE Works) and Sabrina Spence (York).


Another spring research camp has come and gone, and this one may have been the most interesting one yet!  Karen Winterich (Penn State) shared why self-concept diversity may impact consumer responses to identity-based targeting. David Schweidel (Georgetown) showed how topic models can be used to understand the dynamics of consumer conversation online. Dan Goldstein (Microsoft Research) revealed that simple models may offer just as much predictive power as complex ones (e.g., AI), and that, surprisingly, opening up AI's black box doesn't seem to make human decision-makers trust them any more or less. A great poster session saw work ranging from household status singling by Gulay Taltekin Guzel (Schulich) to experiential marketing insight from Asfiya Taji (Lazaridis).



Last year's brought two interesting keynote talks, including novel work on consumers who are consumed by deals from Hope Schau (University of Arizona) and research suggesting managers might want to think twice about responding to negative consumer reviews from Dina Mayzlin (University of Southern California). A poster session with work from six Ontario universities shared new research on everything from artificial intelligence to virtual reality, product recalls, internationalization, and stress effects on persuasion. While the wild April storm kept Dan Goldstein (Microsoft Research & London Business School) away, we'll try again next year!



Research faculty and students from 13 Ontario universities and colleges, plus invited guests from tech start-ups (e.g. Accelerator, Communitech) and industry leaders (e.g. Amazon, Google) joined us in Waterloo on April 21, 2016.

David Bell (University of Pennsylvania, Wharton) presented his research on the impact of location in the real world on decision making in the digitized world of e-commerce. Donna Hoffman (George Washington University) shared exciting conceptual work on the next Internet era: shifting from today's social networks to the emerging network of things. Gerard Tellis (University of Southern California) discussed the downside of prior innovation success (i.e., the "incumbent's curse") and how to avoid it. We closed out the day with cocktails and posters presented by marketing PhD and MSc students from across Ontario.



Faculty and PhD student attendees from over ten Ontario universities met at Laurier and CIGI's Balsillie Building in Waterloo on April 29, 2015. Gavan Fitzsimon's (Duke University) presented his work on the impact of non-conscious factors in judgment and decision-making, such as consumers' implicit preference for "churchy malls." Ashlee Humphreys (Northwestern University) shared her new research exploring the legitimization of gambling and social media. David Godes (University of Maryland) introduced a novel approach to uncovering evidence of consumer learning in online social networks.