Marketing Seminar (2013-01)

Topic:From Adolescence to Adulthood: An Investigation of Brand Preference Evolutions

Speaker: Tingting Fan

Affiliation: New York University

Time: Wednesday, 27 Feb, 1:30pm-3:00pm,

Location:Room217, Guanghua Building 2

Abstract:

People change their consumption behavior when they experience major transitions throughout their lives. Among these major life transitions, the emergence from adolescence into adulthood is particularly interesting and important. We tracked 529 college students’ brand preferences in six product categories during the first week of their freshmen year and again at the end of their junior year. We investigated (1) how much young consumers’ brand preferences evolve from adolescence to adulthood; (2) how the evolution of brand preferences is impact by three factors – own experience, observation of others, and word-of-mouth; (3) how the importance of these impacts changes over emerging adulthood; and (4) how these impacts are moderated by product category involvement.

Speaker’s CV

Tingting Fan is a Ph.D. student at Stern School of Business at New York University. Her research focuses on social product usage, customer relationship management, longitudinal consumer behavior, and branding. Her research has been rewarded in funding by the Wharton Customer Analytics Initiative (WCAI), Marketing Science Institute (MSI), and 2011 PDMA-UIC Doctoral Consortium. She was a fellow at 2012 AMA-Sheth Foundation Doctoral Consortium and 1st Runner-Up of Dissertation Competition at 2011 PDMA-UIC Doctoral Consortium. She was also rewarded the first Annual Susan P. Douglas Fellowship.

Your participation is very welcomed!