Behavioral Research in Marketing III: Consumer Behavior Classics

Catalog description

The purpose of this seminar is to provide PhD level coverage of the major research work carried out in consumer behavior. For each topic considered, a selection of articles with a specific focus on "early classics" will be distributed and discussed. For each topic, our goals will be to determine the main ideas and research questions driving work in each topic area, how these authors positioned their work and tested their ideas, what made these papers "classics," where the gaps are, and what ideas for new research those gaps imply. Throughout, we will attend closely to methods (the experimental designs, manipulations, measures, and analytic strategies these authors used to turn ideas into evidence). We will also talk about contemporary consumer behavior research methodologies such as text analysis and large language models (LLMs), and, looking forward, which of these classic works would benefit from these advanced tools and techniques.