By Kara Sherrer
Ever wondered how pulling out your cell phone affects the way others view you, or how contemplating your own mortality influences your consumption? Last week, Vanderbilt Business marketing faculty got a sneak peek into some research on these topics and more at the latest Marketing Summit.
Purpose of the Summit
The departments at large research universities such as Vanderbilt usually bring in outside professors for a day of learning and networking on a yearly basis. These events may have different names at different schools — “summits,” “research camps,” etc. — but the purpose of each is the same: To provide faculty (and typically Ph.D. students) with an inside look at how experts in their field are conducting research, and to give them an opportunity to connect with fellow professors beyond the rushed environment of an academic conference.
Kelly Haws, Professor of Marketing
Kelly Haws, Professor of Marketing and co-coordinator of this year’s summit, likens the event to pursuing certifications or attending workshops at other jobs. “It’s the equivalent of professional development for faculty,” she said.
The professors usually present on research that has not been published yet, giving the audience a “sneak peek” into their methods and results. The summit’s intimate setting allows marketing faculty to connect individually with the various speakers (and vice versa) in a way that isn’t possible at a conference or within larger departments. The experience is also helpful for presenters, since they can get feedback on their in-progress research and potentially incorporate suggestions into their future studies and papers.
Generally, at least one professor from the host university will also present on his or her research; this year, Associate Professor of Marketing Kelly Goldsmith wrapped up the day with a talk on how highlighting benefits to one’s self affects prosocial consumption. Goldsmith also helped coordinate this year’s summit.
Speakers and Presentations
Kelly Goldsmith, Associate Professor of Marketing
The faculty members who presented at this year’s Marketing Summit were:
- Rebecca Hamilton, Michael G. and Robin Psaros Chair in Business Administration and Professor of Marketing at Georgetown University
- Joseph Nunes, Joseph A. DeBell Endowed Professorship in Business Administration, Chair of the Department of Marketing and Professor of Marketing at the University of Southern California
- Katherine White, Professor of Marketing and Behavior Science at the University of British Colombia
- Oleg Urminsky, Professor of Marketing and Beatrice Foods Co. Faculty Scholar at the University of Chicago
- Kelly Goldsmith, Associate Professor of Marketing at Vanderbilt University
Professors choose their own topics to present on, though they all generally fell under consumer behavior, which is the research area that several members of the Vanderbilt Business marketing faculty specialize in. The presentations reflected the wide range of research interests under the consumer behavior umbrella — including prosocial consumption, luxury goods, retail, loyalty programs, and the role of technology. For example, Professor Hamilton spoke on how having your cellphone in hand can make you seem either more or less socially connected, depending on the situation you’re in, and how this affects others’ judgments of you.
Professor Haws says that she received positive feedback on this year’s event, and that the department is already looking forward to next year. “It’s one of my favorite events to be a part of as a faculty member at Owen,” she said.
