Centre d’Etudes et de Recherches Appliquées à la Gestion

Purpose of the Workshop

Social influence has been shown to play an important role in marketing. Interactive social influence and noninteractive social influence have effects on consumers. But, our understanding of influence conditions, influence process and risks of resistance towards influence in a consumption context or in a persuasion context is still limited and there remains much to be learned.

The goal of this conference is to advance knowledge about influence, by diseminating new research, sharing best practices, and encouraging the evolution of new research ideas and themes. Around the very famous speaker Darren W. DAHL who is a global leader in the study of consumer behaviour, a group of high quality international researchers : Maria GALLI (ESADE, Barcelona, Spain), Anne-Kathrin KLESSE (Rotterdam School of Management, Erasmus University, Rotterdam, Netherlands), Nancy PUCCINELLI (University of Bath, Bath, United Kingdom), and Marie-Claire WILHELM and Marie-Laure GAVARD-PERRET (Grenoble Alpes University, France) will present their findings on interesting and innovative insights on influence and resistance to influence.

Program

9h30 - 10h : Morning reception - coffee

10h - 10h10 : Conference Welcome
Marie-Laure GAVARD-PERRET, Professor of Marketing, Université Grenoble Alpes
Darren DAHL, Professor of Marketing, Sauder Business School (UBC - Vancouver - Canada)

10h10 - 11h : Session 1
"When the clothes we wear shield us from anxiety and danger"
Maria GALLI, Assistant Professor, Department of Marketing in ESADE - Ramon Llull University (Spain)

11h - 11h50 : Session 2
"The New Pyschology of Marketing : Which Side is Right ?"
Nancy PUCCINELLI, Professor of Marketing, Univeristy of Bath (United Kingdom)

11h50 - 12h10 : Morning coffee break

12h10 - 13h : Session 3
"Closure Increases Indulgence (But Only Once)"
Anne-Kathrin KLESSE, Assistant Professor, Erasmus University Rotterdam (Netherlands)

13h - 14h15 : Lunch

14h15 - 15h15 : Session 4
"Signals of Beauty : the Impact of Mannequins in the Retail Context"
Darren DAHL, Professor of Marketing, Sauder Business School (Vancouver, Canada)

15h15 - 15h55 : Session 5
"Fear-appeal : opposite effects on situational reactance of cognitive and emotional responses to prevention messages"
Marie-Claire WILHELM, Assistant professor, and Marie-Laure GAVARD-PERRET, Professor, Université Grenoble Alpes

15h55 - 16h10 : Concluding remarks