Mapping Out the Consumer Experience Journey

Prof. Angela LEE, Mechthild Esser Nemmers Professor of Marketing at Northwestern University's Kellogg School of Management and an IAS Senior Visiting Fellow, is an experimental theorist and consumer psychologist. Her research focuses on consumer motivation and affect, cross-cultural consumer psychology, and the nonconscious influence of memory on judgment and choice. She shows how various factors constantly affect the decisions people make in the consumer experience journey and how marketers can better understand and target their consumers.

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