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JM Webinar for Marketing Professionals

Listen to leading professors and gain actionable insights based on peer-reviewed scientific studies published in the Journal of Marketing.

Date: January 25, 2022

Time: 1:00 PM – 2:00 PM (Eastern)

Click Here to Register for the Webinar

“Genetic Data: Potential Uses and Misuses in Marketing”

Exponential growth of the direct-to-consumer genetic testing (DTC-GT) industry has led to vast, privately-owned datasets containing individual-level genetic measures. Global companies, such as Spotify and AirBnB, have already partnered with DTC-GT companies and started incorporating genetic data into their business strategies.

This research explores the impact of this trend on the field of marketing. The authors build on past behavioral genetics research to incorporate genetic influences into existing consumer theory. They then survey potential uses of genetic data for marketing strategy and research, which include using genetics for identifying consumer needs, for personalization, for uncovering its biological underpinnings. The authors will discuss this topic and consider its ethical challenges for marketing.

Presented by Remi Daviet (University of Wisconsin) and Gideon Nave (University of Pennsylvania)

“Augmented Reality in Retail and Its Impact on Sales”

The rise of augmented reality (AR) technology presents marketers with promising opportunities to engage customers and transform their brand experience. While companies are keen to invest in AR, research documenting its real-world impact is sparse. This study outlines four broad uses of the technology in retail settings: to entertain customers, educate customers, help them evaluate product fit, and enhance the post-purchase consumption experience.

The researchers will focus specifically on the use of AR to facilitate product evaluation prior to purchase and investigate its impact on sales in online retail and share findings from their research.

Presented by Yong-Chin Tan (City University of Hong Kong) and Srinivas K. Reddy (Singapore Management University)

Upcoming JM Webinars

March 15, 2021
May 17, 2022
July 19, 2022

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JM Webinar for Marketing Professionals