Marketing Seminar（2015-13）

Title:Inside The Mind of the Consumer: Thoughts, Feelings, and Experiences

Speaker:Ming Hsu,University of California, Berkeley

Time:16.December. 13:30-15:00pm

Location:Room217, Guanghua Building 2

Abstract:

Researchers and practitioners have long relied on self-report methods to understand how consumers evaluate, choose, and experience different product offerings. These methods, however, have remained largely unchanged since their introduction decades ago and have a number of well-known limitations. As a result, there is growing interest in brain-based approaches that may enable consumer researchers and managers to directly probe customers’ underlying thoughts, feelings, and experiences. Here I will describe recent progress and open questions in using such methods in understanding customer mindsets.

CV

Dr. Ming Hsu is an Assistant Professor at Haas School of Business, University of California, Berkeley. He received his PhD in Economics at California Institute of Technology. Professor Hsu is part of the first generation of researchers who bridge the gap between neuroscience and economics to study the brain basis of decision-making and formally initiated the interdisciplinary field of neuroeconomics. His works have been published in top-tie journals such as Science, PNAS, Nature Neuroscience, Journal of Marketing Research, etc.

Your participation is warmly welcomed!