PhD Seminar in Behavioral Marketing

Catalog description

Are you more likely to go to a movie, a restaurant, or a museum by yourself or with others? As you can imagine, people are more likely to pursue such activities with others, rather than engaging in them alone. Despite the frequency with which people engage in shared consumption, the majority of consumer behavior research to date has focused on individual consumers and their solitary customer journey. The purpose of this doctoral seminar is to shift this focus from solitary experiences to shared ones. The course’s basic objectives are to 1) build knowledge of shared consumption theory, domains, and methods; 2) brainstorm your own theoretically and/or practically interesting consumer research ideas; and 3) develop skills for aspiring research faculty, including presentation skills.