Invitation to CFR Breakfast Seminar
Professor Simona Botti and Professor David Faro, both from London Business School, will talk about the following research projects.
Simona Botti
Professor
London Business School
'Consumer Responses to Freedom Appeals in Marketing Communication'
Freedom is an important concept in consumer research, yet its effectiveness as an appeal in marketing communication campaigns is under-investigated. We conceptualize the freedom construct as consisting of two different types of freedom, namely “freedom from” and “freedom to.” Using a combination of qualitative data from executives, consumer surveys in the field of banking and carsharing, and online experiments, we demonstrate the relevance of the two different types of freedom appeals in marketing communication. Specifically, we show that “freedom to” induces stronger overall freedom perceptions and more positive consumer responses than “freedom from.” However, consumers' financial constraints moderate this effect: greater financial constraints decrease the extent to which consumers respond more positively to “freedom to” relative to “freedom from”.
David Faro
Professor
London Business School
'Drug Repurposing, Illness Severity, and Consumers' Expectations of Side Effects'
The side effects of a medical drug are determined by factors such as dosage, and the patient's age and metabolism—not by the illness for which it is used. Counter to this fact, our research shows that consumers expect and experience more intense side effects when using a drug for a more severe (versus mild) illness. We discuss the implications of this tendency for compliance and drug repurposing.
Sign-up
Invitation details
Time: Tuesday, November 1, 08:00-09:30.
Light breakfast will be served from 08:00. The seminar will start at 08:30 and end at 09:30. The seminar will end with a Q&A.
Place: Center for Retailing, Stockholm School of Economics, Saltmätargatan 13-17, Room Ruben.
RSVP: No later than October 28 by registering here
Please note that the number of seats is limited so we apply a first come first served principle.
A warm welcome!
Jonas Colliander
Program Director
CFR Research School in Retailing & The Swedish Retail and Wholesale Council
About CFR Research School in Retailing
The CFR Research School in Retailing was launched by the Center for Retailing (CFR) at the Stockholm School of Economics in 2018. It is a bi-annual research school, aiming to strengthen retail research and to provide tools for PhD students and junior scholars interested in retail-relevant research. Thanks to generous funding from the Swedish Retail and Wholesale Council the CFR Research School in Retailing is run for a third time during the academic year 2022-2023. Building on the close connections between CFR at the Stockholm School of Economics and the Swedish retail industry the research school covers a broad range of retail topics, delivered by top-level researchers. All four courses are intertwined with a number of industry collaborations. This ensures that the retail school is focused not only on theoretically relevant research, but also on practically relevant research topics that can strengthen retailing in society.
Read more about the CFR Research School here
Funded by
The CFR Research School in Retailing is funded by Handelsrådet (The Swedish Retail and Wholesale Council).
