Are highly attractive models in advertising a social issue?
- When?
- Wednesday 27 February 2013, 15.45 to 17.00
- Where?
- 32 MS 01
- Open to:
- Alumni, Public, Staff, Students
- Speaker:
- Dr Evmorfia Argyriou, University of Surrey
The Surrey Business School's Marketing and Retail group is proud to present Evmorfia Argyriou delivering a seminar on 'Are highly attractive models in advertising a social issue?'.
Abstract
Existing research demonstrates that experiential consumption enhances happiness while conspicuous consumption does not. Using 10 years of panel data from the UK, this study investigates the role of cultural background in the relationship and finds that consumers from collectivist Asian culture take a long-term view in their consumption behaviour, whereas consumers from individualist culture spend more on short-term oriented experiential products. In addition, the ‘typical’ hedonic happiness oriented short term consumption behaviour is associated with greater SWB only in individualist culture, whereas ‘typical’ collectivist long-term oriented consumption behaviour is not.
Biography
Evmorfia joined the University of Surrey following appointments as a senior consultant in IRI, and as a lecturer in King’s College London and Aston Business School. Her research involves diverse aspects of consumer behaviour and marketing, especially the psychology of consumer responses to marketing communications, and the long-term effects of marketing mix elements on brand equity. She has published in leading scientific journals, including Psychology & Marketing, International Journal of Management Reviews, & European Journal of Marketing.
