The Discipline of Marketing seminar organiser is Marylouise Caldwell.
To RSVP for any of these seminars contact Bettina Leate.
7th Apr 2017 - 02:00 pm
Venue: Rm 5070, Level 5, Abercrombie Building (H70)
Speaker: Professor Adam Duhachek, Kelley School of Business – Indiana University
Title: The Effects of Political Ideology on Consumer Creativity
Abstract: This paper theorizes the important role of two dimensions of consumer creativity—novelty and appropriateness—as they interact with one’s political ideology. We propose that political ideology may influence creative performance by systematically altering the cognitive process which drives creativity. Specifically, liberals are more likely to engage in divergent thinking, leading to increase on the novelty dimension of creativity. In contrast, conservatives are more likely to engage in convergent thinking, which may lead to an elevated performance on the appropriateness dimension of creativity. The findings provide insight into the cognitive processes through which liberalism and conservatism differently affect creativity.
Bio: Adam Duhachek’s primary research interests emphasize two distinct themes. One research stream focuses on understanding the nature of consumer coping processes, including specifying the role of consumption emotions and identifying a diverse set of consumer coping strategies and studying their effects on consumer behaviour. The other addresses various issues of consumer health and welfare, including improving the effectiveness of health messaging. His research has been published in a number of leading scientific journals, including Journal of Consumer Research, Journal of Marketing Research, Marketing Science, Journal of Applied Psychology, Journal of Consumer Psychology, Journal of Retailing, Journal of Service Research and Journal of Contemporary Ethnography.
T +61 2 9351 6603
A light afternoon tea will be provided.
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