Social Influence in Consumption: Understanding How Others Impact Us
Abstract
In this lecture, the speaker will discuss a series of studies that examine how social influence can be an important factor in our consumption behavior. He will first discuss research that has investigated how other consumers can play a strong role in influencing our purchase and consumption in a retail setting. He will then look at the social influence exercised by salespeople in a retail context – specifically how these influencers shape our purchase experience. The implications of these distinct social forces will be discussed and future research opportunities will be identified.
About the speaker
Prof. Darren Dahl received his BCom from the University of Alberta in 1992, and PhD from the University of British Columbia in 1998. He is currently the Senior Associate Dean – Faculty, Director of the Robert H. Lee Graduate School, and the BC Innovation Council Professor at the University of British Columbia.
Prof. Dahl is the Editor-in-Chief of the Journal of Consumer Research and serves on the editorial board of the Journal of Marketing Research, Journal of Marketing, and Journal of Research in Marketing. He was ranked number one in the world by the American Marketing Association's DocSIG for publications in premier marketing journals in 2013.
Prof. Dahl has been invited to speak at numerous institutions such as Harvard University, Yale University, University of Pennsylvania, Columbia University and Cornell University among other top global institutions. He is the former President of the Society for Consumer Psychology, a highly prestigious honor in the field, and has received many awards in teaching and research.
