Social & Innovation Marketing Workshop

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Thursday, November 28th, 2019

The TBS "Social & Innovation Marketing" lab produces and disseminates original and innovative contributions that benefit consumers, companies, and communities for the greater social good.

Discover the latest research in Social & Innovation Marketing

Our 1st workshop will offer a unique opportunity to be exposed to the latest research from outstanding international scholars in Social & Innovation Marketing:

Barbara Briers (Vlerick Business School)

Title

Intergenerational Effects of the Unhealthy = Taste Intuition: An Exploration of Food Beliefs, Parenting Practices, and Outcomes

Abstract

Childhood obesity is a major problem worldwide and a key contributor to adult obesity. This research explores parents’ lay beliefs and food practices, and their long-term, inter-generational, effects on their children’s physiology and belief development. Across a series of surveys, we first show, longitudinally and across six countries, that adults who believe that tasty food is unhealthy (the Unhealthy = Tasty Intuition, or “UTI”; Raghunathan, Naylor and Hoyer 2006) are less likely to consume healthy food, and thereby have higher body mass index (“BMI”). Next, we demonstrate that parents with stronger UTI beliefs are more likely to use extrinsic rewards to encourage their children to eat healthfully. However, this strategy backfires, as providing extrinsic rewards ironically reduces children’s healthy food consumption, which in turn leads to an increase in their BMI. Finally, besides the effect of parents’ UTI on children’s BMI through parenting practices, we also show the direct link between parent’s UTI and the development of children’s own UTI with age. Implications for public policy and health practitioners are discussed.

About Barbara Briers

Barbara obtained her PhD in Marketing from the Faculty of Economics and Business Administration at the University of Leuven. From 2006 until 2009 she was an Assistant Professor at HEC Paris, France. She joined the Marketing Department of Tilburg University in 2009, where she became Associate Professor in 2014. Today, she is Associate Professor of Marketing at Vlerick Business School where she teaches Quantitative Research Methods, Market Research, Marketing Management, and Consumer Behavior in the Master’s Programs, Executive MBA and Doctorate in Business Administration.  Barbara’ s research focuses on social marketing, persuasion and influence, food consumption, and wealth inequality. Overall, Barbara’s work can be qualified as highly interdisciplinary. Not only does she combine theories and insights from (social) psychology and economics, she also attempts to apply and extend theories from communication sciences, biology, evolutionary psychology, sociology, and political science. Her work has been published, among others, in the Journal of Marketing Research, the Journal of Consumer Research, and Psychological Science.

Tobias Otterbring (Aarhus University)

Title

Beauty is in the Eye of the Beer Holder but Barely Because of the Beer

Abstract

In a series of studies, including a field study at a beer bar, we examine the link between bar patrons’ self-rated attractiveness and the time at which they respond to such an evaluative judgment. Moreover, we investigate whether patrons’ relationship status and gender may moderate this potential relationship, and whether self-reported alcohol intoxication and the number of beers consumed will play a role in such an assumed association. Amusing results are promised. The current work highlights the concept of time in forming consumers’ evaluative judgments and contributes to the growing body of transformative consumer research, focused on various wellbeing-related outcomes.

About Tobias Otterbring

Tobias Otterbring is Associate Professor of Marketing at Aarhus University.  His research focuses on nonverbal and bodily cues (e.g., smiling, height, weight, physical appearance, interpersonal touch) and their impact on consumers’ purchase and choice behavior. Tobias’ work has been featured in outlets such as Journal of Marketing Research, Harvard Business Review, Psychology & Marketing, and Journal of Business Research. Tobias has won prizes for his way of communicating research to society at large and he has received several academic awards from organizations such as the American Marketing Association (AMA), the Academy of Marketing Science (AMS), and the Human Behavior and Evolution Society (HBES).   

Martin Schreier (Institute of Marketing-Management der WU Wien)

Title

Customer Empowerment in New Product Development

Abstract

Customers are increasingly empowered by firms to play a more active role in the new product development process. Such involvement strategies comprise mass customization and crowdsourcing techniques. In this talk, I will review related research I have been doing over the last 15 years from an innovation management, marketing, and consumer behavior perspective. I will then discuss some ongoing projects in that space.

About Martin Schreier

Martin Schreier is Pro­fessor of Mar­ket­ing and head of the De­part­ment of Mar­ket­ing, WU Vi­enna. His re­search in­terests are anchored in core top­ics of mar­ket­ing, in­clud­ing pro­duct and brand man­age­ment, cre­ativ­ity and new pro­duct devel­op­ment, and con­sumer be­ha­vior. His re­cent re­search re­volves around in­nov­at­ive forms of cus­tomer­-brand in­ter­ac­tions along the entire value chain, fa­cil­it­ated by new tech­no­lo­gies. His work has been pub­lished in aca­demic journ­als such as the Journal of Mar­ket­ing, the Journal of Mar­ket­ing Re­search, or Man­age­ment Science and fea­tured in in­ter­na­tional me­dia out­lets such as the Har­vard Busi­ness Re­view. His re­search has also been awar­ded with several prizes, in­clud­ing, for example, the 2012 Tho­mas P. Hustad Best Pa­per Award by the Journal of Pro­duct In­nov­a­tion Man­age­ment (JPIM). He cur­rently serves as an As­so­ci­ate Ed­itor at the Journal of Mar­ket­ing. He is also an Area Ed­itor at the In­ter­na­tional Journal of Re­search in Mar­ket­ing and is a mem­ber of the Ed­it­or­ial Re­view Board of the Journal of Consumer Research, the Journal of Pro­duct In­nov­a­tion Man­age­ment, and the Journal of Mar­ket­ing Be­ha­vior.

Bram Van den Bergh (Erasmus University)

Title

The appeal of upcycled products: the role of perceived creativity.

Abstract

Upcycled products are the result of the transformation of old, used or unwanted products into other products. In this paper, we examine why consumers find upcycled products appealing. Although sustainability could be a major benefit that consumers seek when purchasing upcycled products, in a series of lab and field studies we identify creativity as an important alternative mechanism that boosts upcycled products´ appeal. Specifically, the more the function of the old product differs from the function of the upcycled product, the more consumers perceive the upcycled product as creative and in turn appealing. The results offer useful practical insights to marketers to enhance the appeal of the growing and unexplored market of upcycled products, which would favor the reduction of waste and promote a more sustainable consumption.

About Bram Van den Bergh

Bram Van den Bergh studies how we make decisions. Using frameworks borrowed from psychology, economics, and biology, he attempts to uncover the fundamental drivers of our behavior. Dr. Van den Bergh obtained his Phd at KULeuven (Belgium) and joined Rotterdam School of Management, Erasmus University in 2009.

The objectives are to better understand consumers’ response to social marketing and innovations and to engage in a conversation to delineate further research directions related to these two domains.  

Poster presentations are welcome!

PhD students and Post Docs are welcome to present a poster during this event.

Topics (non-exhaustive)

  • Social & Sustainable Marketing: Green Marketing, Food Marketing, Ethical Consumption, Corporate Social Responsability
  • Innovation & Artificial Intelligence: Diffusion of Innovation, User Innovation, Adoption of Robots, Social Implications of Artificial Intelligence

Submission deadline for the posters: October 31st, 2019. If you wish to submit a poster, please send a 300-word abstract to the following email address: s.borau@tbs-education.fr

Tentative schedule

November 28th - AM

  • Barbara Briers (from Vlerick Business School)
  • Tobias Otterbring (from Aarhus University)

Break

  • Bram Van den Bergh (from Erasmus University)

LUNCH

November 28th - PM

  • Martin Schreier (from the Institute of Marketing-Management der WU Wien)
  • Shashi Matta (from Catholic University Eichstätt-Ingolstadt)

Break

  • Speed presentations on Social & Innovation marketing: Camilla Barbarossa, Sylvie Borau, Yanyan Chen, Leila Elgaaied-Gambier, Linda Hamdi-Kidar, Timo Mandler (TBS)
  • (WINE &) POSTERS -- PhD & Post-docs

GALA DINNER

Location 

The SIM workshop will take place on the Compans Caffarelli Campus of TBS, in the Lascrosses Building. 

Accomodation

Below you'll find 2 hotel suggestions, which are located at a 5-minute walking distance from the workshop at TBS

Novotel Toulouse Centre****

5 Place Alphonse Jourdain
31000 TOULOUSE
Tél : 33 (0)5 61 21 74 74
Special TBS price: 114,42 € - Buffet breakfast included
Payment: Guests pay individually, in cash or by credit card.

Hôtel de Brienne ****

20 Bd Maréchal Leclerc
31000 TOULOUSE
Tel : 33 (0)5 61 23 60 60
Special TBS price: 116,42 € - Buffet breakfast included
Please indicate the reference number 2603. (TBS Group)
Payment: Guests pay individually, in cash or by credit card.

Registration

Registration Fee: Full day: 50 euros / Full day with dinner: 95 euros

Payment by bank transfer, upon receipt of the invoice (or by cheque to the order of Toulouse Business School-for French Citizens only)

Registrations have been closed for this event