Blick in das LC Gebäude

Research Talk by Derek Rucker, Northwestern University (US)


Derek Rucker from Kellogg School of Management, Northwestern University (US), presented his research on “Psychological Power and Consumer Behavior: The Past, Present, and Future”. In addition to his talk in the course of the Marketing Department’s Research Seminar Series, he gave an interesting session for our PhD students: What makes a substantial research contribution in marketing? Drawing on the tree metaphor, Derek discussed different research strategies: How does planting a tree of knowledge differ from creating a new branch, or from adding a leave to an existing branch? We thank Derek for providing food of thoughts!

Are you interested in the Department’s Research Seminar Series? Check out the current agenda.

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