The Lazaridis School of Business & Economics at Wilfrid Laurier University is an AASCB accredited business school making significant strides as a research-intensive institution. The Lazaridis School recently embarked on a $103 million investment in infrastructure and research funding in support of its goal of building Canada’s best undergraduate business school.
The school's Marketing area was recently ranked as the #2 program for marketers in Canada in the LinkedIn business school rankings. The area's growing group of research-focused scholars has published more than 15 articles in Financial Times 50 journals in the last five years including in the Journal of Consumer Research, Journal of Marketing, Journal of Marketing Research, Marketing Science, Journal of International Business Studies, Journal of Business Venturing and the Journal of Consumer Psychology.
Another spring research camp has come and gone, and this one may have been the most interesting one yet! Karen Winterich (Penn State) shared why self-concept diversity may impact consumer responses to identity-based targeting. David Schweidel (Georgetown) showed how topic models can be used to understand the dynamics of consumer conversation online. Dan Goldstein (Microsoft Research) revealed that simple models may offer just as much predictive power as complex ones (e.g., AI), and that, surprisingly, opening up AI's black box doesn't seem to make human decision-makers trust them any more or less. A great poster session saw work ranging from household status singling by Gulay Taltekin Guzel (Schulich) to experiential marketing insight from Asfiya Taji (Lazaridis).
Last year's brought two interesting keynote talks, including novel work on consumers who are consumed by deals from Hope Schau (University of Arizona) and research suggesting managers might want to think twice about responding to negative consumer reviews from Dina Mayzlin (University of Southern California). A poster session with work from six Ontario universities shared new research on everything from artificial intelligence to virtual reality, product recalls, internationalization, and stress effects on persuasion. While the wild April storm kept Dan Goldstein (Microsoft Research & London Business School) away, we'll try again next year!
Research faculty and students from 13 Ontario universities and colleges, plus invited guests from tech start-ups (e.g. Accelerator, Communitech) and industry leaders (e.g. Amazon, Google) joined us in Waterloo on April 21, 2016.
David Bell (University of Pennsylvania, Wharton) presented his research on the impact of location in the real world on decision making in the digitized world of e-commerce. Donna Hoffman (George Washington University) shared exciting conceptual work on the next Internet era: shifting from today's social networks to the emerging network of things. Gerard Tellis (University of Southern California) discussed the downside of prior innovation success (i.e., the "incumbent's curse") and how to avoid it. We closed out the day with cocktails and posters presented by marketing PhD and MSc students from across Ontario.
Faculty and PhD student attendees from over ten Ontario universities met at Laurier and CIGI's Balsillie Building in Waterloo on April 29, 2015. Gavan Fitzsimon's (Duke University) presented his work on the impact of non-conscious factors in judgment and decision-making, such as consumers' implicit preference for "churchy malls." Ashlee Humphreys (Northwestern University) shared her new research exploring the legitimization of gambling and social media. David Godes (University of Maryland) introduced a novel approach to uncovering evidence of consumer learning in online social networks.
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