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Marketing Seminars


The Discipline of Marketing seminar organiser is Marylouise Caldwell.

To RSVP for any of these seminars contact Bettina Leate.

Upcoming Seminars


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.

RSVP:
T +61 2 9351 6603
E bettina.leate@sydney.edu.au

A light afternoon tea will be provided.