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2013 Brown Bag Series

11th Apr 2013 - 12:00 pm

Venue: 3rd floor staff lounge (3rd floor of E&B building - at the back on left)

Speaker: Charles Areni, USyd Marketing Staff

Title: Scarcity, Savouring, Satiation and the Serving Size Effect

What do you do on the last day of a vacation that you know has to come to an end? What about on a Sunday afternoon of a weekend you wish would last another day? The last glass of an expensive bottle of wine that you know you can't afford to drink too often? The last piece in a box of gourmet chocolates that you are not likely taste again anytime soon. Financial and temporal constraints often force consumers to end consumption experiences prior to the onset of satiation (i.e., fullness, boredom, physical exhaustion, etc.). How do consumers adjust when the amount to be consumed will not lead to complete satiation?

In the domain of food consumption, research has shown that diners who are served smaller portions eat more slowly and consume fewer calories overall before they become full, suggesting that small portions prompt consumers to pay more attention to the food they are eating, which makes them consume less. The brain seems to work according to the heuristic "the more smells, flavors and textures experienced, the more food eaten" (Mars et al., 2009, p. 62).

This research invokes the savouring construct examine how receiving a smaller than expected number of chocolates influences eating behaviour. Three experiments show that consumers who know in advance that they will receive only two of six displayed pieces of chocolate (1) visually examine the chocolate more frequently, (2) take more bites per piece, (3) take more chews per bite, (4) eat more slowly overall, (5) report paying more attention to the smells, flavours, and textures of the chocolate, (6) take longer to rate each piece on a number of dimensions, and (7) desire fewer additional pieces of chocolate afterward compared to consumers who expect to receive all six pieces but are told that they will receive only two only after consuming them.

A fourth experiment shows that consumers who know in advance that they will receive six pieces of chocolate (1) visually examine the chocolate less frequently, (2) take fewer bites per piece, (3) take more chews per bite, (4) eat each piece more quickly overall, and (5) consume more chocolate overall compared to consumers who expect to receive only two of the six displayed pieces but are told of the additional four pieces only after consuming the first two.

3rd May 2013 - 12:00 pm

Venue: 3rd floor staff lounge (3rd floor of E&B building - at the back on left)

Speaker: Jarrod Ormiston ; Ranjit Voola, USyd Marketing Staff

Title: Poverty Alleviation AND profitability OR Poverty Alleviation THROUGH profitability?

Jarrod Ormiston, a PhD student examining social investment strategies and Ranjit Voola, Marketing academic engage in a discuss relating to the role of businesses in poverty alleviation.  Traditionally, businesses have partnered with non profits, or engaged in other corporate social responsibility initiatives.  However, there is an increasing call for businesses to proactively and more strategically engage in poverty alleviation. Theories such as the Base of the Pyramid highlight the less emphasized economic imperative (the moral imperative is usually emphasized) in businesses engaging in poverty alleviation.  This notion goes beyond being socially responsible and environmentally aware.  The key argument here is that Poverty alleviation and profits are co-equal in their importance and can (and should) occur simultaneously. This perceived contradiction raises a myriad of ethical (i.e., vulnerable consumers) and moral challenges.  For example is it possible that market based poverty alleviation strategies are both the root of the problem and the source of solution?

9th May 2013 - 12:00 pm

Venue: 3rd floor staff lounge (3rd floor of E&B building - at the back on left)

Speaker: Timothy Dewhirst, Department of Marketing & Consumer Studies, The University of Guelph, Ontario, Canada.

Title: Sponsorship-Linked Marketing and Image Transfer: The Role of Product/Consumption Constellations

Sponsorship-linked marketing involves activities by organizations that build associations between entities and brands in which sponsors strategically identify functional links, where the product is used for the event (e.g., Pirelli as a tyre supplier of Formula One auto racing), or leverage symbolic links (e.g., Rolex being a sponsor of the Wimbledon tennis tournament to associate the brand with themes of prestige, high quality, and greatness). A primary objective of sponsorship is to reinforce or enhance brand image and considerable literature has examined the role of meaning and image transfer towards sponsors via various instruments including the event (e.g., Cornwell 2008; Gwinner and Eaton 1999), celebrities (e.g., Kamins and Gupta 1994; McCracken 1989), and co-sponsors (e.g., Dewhirst and Hunter 2002; Ruth and Simonin 2003). Despite the demonstrated importance of fit, image-matching and congruence, one shortcoming of the literature is that meaning transfer has generally been examined in silos, being limited to one instrument (i.e., the event, celebrities, or co-sponsors). In this presentation, it is proposed that incorporating the role of product/consumption constellations will prompt a more comprehensive conceptual understanding of the meaning and image transfer processes apparent with sponsorship-linked marketing.

23rd May 2013 - 12:00 pm

Venue: 3rd floor staff lounge (3rd floor of E&B building - at the back on left)

Speaker: Nguyen (Beo) Thai, USyd Marketing PhD Student

Title: The effect of travel knowledge, choice size, choice similarity and target decision making on travelers' perceptions of destinations

Consumer research has noticeably argued about the effect of choice overload (i.e., being more frustrated and unsatisfied with the choice when choosing among a lot of alternatives), and the literature has come to the conclusion that choice overload effects may be context-dependent. Previous experiments only examined choice overload effects in the context of necessities and low value products (e.g., chocolate, gift box, pen, etc.). However, whether the choice overload effect is present in the context of high involvement activities or not remains questionable. One may argue that people are willing to evaluate more alternatives when they are highly involved with the activities such as making travel plans. Hence, choice overload effects in those activities may not exist. With the empirical support evidence from the latest article in Tourism Management by Park and Jang (2013), we also believe that our study can prove there is choice overload effect in tourism contexts. Our study further suggests that travel knowledge mediate the effect of choice overload, where expert (novice) travelers have high (low) satisfaction with their choice of destination, high (low) intention to visit the destination, and favorable (unfavorable) destination image when choosing among a large choice set.

The results from this study will help to guide our further studies where expert and novice travelers also have different perceptions of destinations, not only in choice overload contexts (large choice sets vs. small choice sets) but also in different choice similarity contexts (diverse choice sets vs. similar choice set). We also predict that in those choice overload contexts and choice similarity contexts, people have different perceptions of destinations when they make decision for themselves versus for others.

Park, J. Y., & Jang, S. S. (2013). Confused by too many choices? Choice overload in tourism. Tourism Management, 35, 1-12.

7th Jun 2013 - 12:00 pm

Venue: 3rd floor staff lounge (3rd floor of E&B building - at the back on left)

Speaker: Peter McDonald, Marketing

Title: 'Push or Pull' - what are the differing brand perception effects of category assortments with multiple price points?

We examine how multiple price points within five product categories influence shopper perceptions of constituent national brands (NBs) and store brands (SBs).

Initial pilot results suggest: 1. Inclusion of a regular priced NB (NB1r) in a choice set featuring its premium NB (NB1p) sibling pulled perceptions of the NB1p downward (i.e. a 'drawing' effect); and 2. Inclusion of an economy SB (SBe) in a choice set featuring a mid-range SB (SBr), pushed perceptions of the SBr upward (i.e. a 'repulsion' effect).

For the major study, we will again be using real brands as experimental stimuli to enhance the external validity of the research. By way of example, for the coffee category, Woolworths homebrand would be the SB1e, Woolworths Select the SB1r, Nescafe 43 the NB1r, and Nescafe Gold the NB1p.

23rd Aug 2013 - 12:00 pm

Venue: Level 3 Staff Room, Economics and Business Building (H69)

Speaker: Bronwyn Darlington, USyd Marketing PhD Student

Title: Working title: Moral identity, moral licencing and consumer behaviour: an exploratory study based on experimental (randomised control trials) research design.

  • Planetary imperative
  • Economic imperative
  • The role of the consumer
  • New products with new 'moral' characteristics
  • Altruism
  • Communicating ethical and sustainable attributes
  • Not-for-profits blur the lines:
  • Consumer behaviour
  • The role of moral identity
  • The effect of moral licensing on multi-product purchasing
  • Existing research methods do not work
  • The need for experimentation
  • The importance of testing product messages
  • Moral self-perception or moral salience

25th Nov 2013 - 12:00 pm

Venue: 3rd floor staff lounge (3rd floor of E&B building - at the back on left)

Speaker: Dr Benedetta Cappellini, University of London

Title: The Everyday Mothering of Making Children's Lunchboxes: Between Display and Accountability

This paper looks at the role of mothering in mediating food consumption, from the perspective of mothers and their daily routines of preparing lunchboxes for their children. In this study lunchboxes are understood as an artefact linking together discourses and practices of doing and displaying mothering, marketplace and government discourses of feeding children and broader issues of care and surveillance in private and public settings. Data was collected through semi-structured interviews employing photo elicitation with twelve parents of children aged nine to eleven and a focus group discussion. The findings illustrate how mothers are required to account for their lunchbox practices to others including their own children, the school, the marketplace, other family members, and other mothers. These actors demand different (and sometimes contradictory) displays of motherhood. However, viewing mothers as entirely subject to external requirements misses out their own agency in the process, including attempts to retain control over lunchbox contents by subverting school regulations.