Preconference session at Summer AMA

Saturday, August 7, 3:30 ­ 5:00 pm
Salon 15, San Francisco Marriott

"Teaching Electronic Consumer Behavior: Techniques and Strategies"

Panel

Prof. Peter Dacin, Texas A&M University
Prof. Cara Okleshen, University of Georgia
Prof. Gordon C. Bruner II, Southern Illinois University
Prof. Rao Unnava, Ohio State University

Preconference session at ACR

Thursday, September 30, 3:30 ­ 5:00 pm
Delaware C Room, Hyatt Regency Columbus

"Teaching Electronic Consumer Behavior: Techniques and Strategies"

Panel

Prof. Rajiv Vaidyanathan, University of Minnesota, Duluth
Prof. Curt Haugtvedt, Ohio State University
Prof. Cara Okleshen, University of Georgia
Prof. Peter Dacin, Texas A & M University

SIG conference at Winter AMA 2000

"Teaching and Researching Electronic Consumer Behavior: 
Techniques and Strategies"Panel:

Chair: 

Michael Minor, 
University of Texas-Pan American

• "Using Web Tools for Ecommerce Instruction"
  Elise "Pookie" Sautter, New Mexico State University
  
• "Consumer Behavior and E-Commerce:  Putting Practice Into Theory"
  Curtis Haugtvedt, Ohio State University
  
• "Is Electronic Consumer Behavior Bad for Your Health?"
  David Sturges, University of Texas-Pan American
  Michael Minor, University of Texas-Pan American
• Discussant - Peter Dacin, Texas A&M University

"Applying Consumer Psychology to Practice: A Panel of Practitioners and Academicians"

Panel:

Steven Braddon, Unilever Corporation, Tracy Wellens, Microsoft Corporation,
Michael Minor, University of Texas, Pan-American

Summary:

This session examined the interface between consumer research and practice. A panel of practitioners and academicians examined the use of research in consumer psychology in practice. Practical applications of consumer research were addressed along with the need for research of specific kinds.

"Opportunities and Pitfalls for Consumer Research(ers) in the Public Policy Arena"

Panel:

Janis Pappalardo, Federal Trade Commission, Michael B. Mazis, American University
Craig Andrews, Marquette University, William L. Wilkie, University of Notre Dame

Summary:

There are many interesting issues for consumer researchers to consider in the public policy arena, with numerous opportunities for contributions to be made. Two key issues were addressed in the session: (1) decision-makers' needs for research, and (2) successes and failures in the use of research. Recent developments in studying deception, corrective advertising, warnings and disclosures were discussed.

"Consumer Research and Management Needs: A High-Tech Perspective"

Panel:

Mr. Michael Wright, Integrated Solutions International, Mr. Cliff Ficke, NEC Electronics, Ms. Katherine Jocz, Marketing Science Institute, Prof. John C. Mowen, Oklahoma St. University

Summary:

This session examined the interface between consumer research and practice in high-tech industry. A panel of experts provided insight into the role of consumer research and management needs from a high-tech perspective. Both Messrs. Wright and Ficke are marketing executives from the computer industry. They presented perspectives from high-tech industry on consumer research they would find helpful from academic researchers. Ms. Jocz and Prof. Mowen offered additional insights into this intriguing topic.

"Teaching Consumer Behavior for Practice: Trials and Tribulations"

Panel:

Prof. John Lynch, Duke University, Prof. David Schumann, University of Tennessee, Prof. Brian Wansink, University of Illinois, Prof. Ronald Goodstein, Indiana University

Summary:

Marketing educators face several issues in teaching consumer behavior. In moving from consumer behavior theories to its dissemination for practice, important issues include teaching consumer behavior at the MBA level, using technology effectively in consumer behavior courses, and teaching particular aspects of consumer behavior such as international CB. This session examined a host of issues confronting educators in the area of consumer behavior. A panel of experts described their views on the topic with a range of talks that span specific examples to broader perspectives. Moreover, this session set the stage for future sessions on more specific issues.

"Consumer Research: Intellectual Exercise in the Ivory Tower or What the Real World Should be Listening to ?"

Panel:

Prof. Edward McQuarrie, Santa Clara University, Dr. Christine Wright-Isak, Young and Rubicam, Prof. Jerry Olson, University of Connecticut, Prof. Curtis Haugtvedt, Ohio State University

Summary:

Although consumer research forms a large percentage of research in the marketing discipline, it is viewed by many as being a series of intellectual exercises with little practical value to managers. This session explored the degree to which consumer research is presently of use to industry and what can be done to further the link between good theory and good practice. A panel of experts from industry and academics presented their views on this topic.

"The Public Policy Implications of Consumer Behavior Research: Is Anyone Asking Us?

Panel:

John Mowen, Oklahoma State University, William L. Wilkie, University of Notre Dame, Michael Minor, University of Texas, Pan-American

Summary:

A substantial fraction of consumer behavior research sheds light on issues related to health and safety concerns, consumer information and the effects of advertising on children. However, this research often does not make the transition from academic research to input into the policy-making process. This session examined research in consumer behavior relevant to policy, specifically, to what extent does it - and should it - reach and affect the deliberations of policymakers.

Reception at Winter AMA 1997