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Guest lecture: Creating unique sensory associations with brands: the challenge of perception

22. studenog 2021. | News, Announcements
Guest lecture: Creating unique sensory associations with brands: the challenge of perception

On Monday, November 29, 2021, starting at 3 PM, we will be welcoming Katherine C. Sredl, a Lecturer at Loyola University Chicago, Department of Marketing.

Dr. Sredl will deliver a Guest Lecture on a topic, “Creating unique sensory associations with brands: the challenge of perception”, within the course “Consumer Behavior” at EFST. The lecture will be a combination of hands-on learning in small group tasks and course content. We will address the challenge of perception: how can marketing messages and products stand out from the competition by creating unique sensory associations - such as sounds and colors - with the brand? 

Dr. Sredl’s research stream asks how consumers at the individual and group levels shape and are shaped by changes in markets at the macro level, such as privatization, armed international conflict, natural disasters, digitization, and gender roles. She approaches this question by exploring consumer experiences of rituals, such as meals, back to school, and selfies. From these contexts, her scholarship builds theory in the areas of consumer vulnerability, consumer stigma, marketplace mediated ideology, consumer emotions, gender, and ritual. Dr. Sredl’s work bridges the marketing domains of Consumer Behavior, Consumer Culture Theory, Gender and Marketing, and Transformative Consumer Research. As a marketing researcher using qualitative methods, her position as a member of the Croatian diaspora offers her a unique position for participant observation and analysis of rituals and the relationship between marketing and society in Croatia and in the EU’s border states.

 

Location: Zoom 16

Meeting ID: 649 550 7928

Password: 146649