Vortragsankündigung: Prof. Zurawicki am 16.11.2011
Am kommenden Mittwoch wird Herr Prof. Leon Zurawicki, PhD von der McCormac Graduate School of Policy and Global Studies, University of Massachusetts, Boston einen spannenden Vortrag zum Thema Neuromarketing: How to Use It? halten.
Der Vortrag findet von 13:00-14:00 Uhr in den Räumlichkeiten des Lehrstuhls statt (Lehrgebäude 10, Raum 439). Alle Studierenden, Mitarbeiter, Professoren und Gäste der BTU sind herzlich eingeladen dem Vortrag von Herrn Prof. Zurawicki zu folgen. Der Vortrag wird auf englisch gehalten.
Interessenten seien auch auf das Buch von Herrn Prof. Zurawicki hingewiesen: Neuromarketing - Exploring the Brain of the Consumer (Springer, ISBN 3540778284).
Wir freuen uns auf Ihren Besuch.
Ihr Lehrstuhlteam
Zum Vortrag: Neuroscience provides compelling evidence calling for the reexamination of the emotional side of consumption—its pleasure-seeking aspect and related desires. The lecture will demonstrate that the irrational component of the consumers’ judgments and behavior does not represent a deviation from a norm but rather the norm itself. Also, it is worth emphasizing that the emotions and rationality work in tandem rather than in opposition to each other and through the mutual influence shape the natural setting for choosing and enjoying the consumption. It will also be shown that not only are the human beings hardwired to subconsciously and consciously react in a certain fashion but also that the variations in the neuroanatomy and physiology account for significant differences in the individual decision-making and buying styles. Some practical questions to be addressed will focus on development of neuroresearch scenarios for marketing purposes and the pros and cons of different technologies available.
Zur Person: Prof. Dr. Zurawicki is Professor, Department of Management and Marketing at the University of Massachusetts-Boston. His main areas of research center on the application of neuroscience to the study of consumer behavior. Dr. Zurawicki developed and implemented an MBA course entitled “Brain of the Consumer,” his university is the only one in the US offering such a course. Also, Dr. Zurawicki concentrates on Foreign Direct Investment as a function of the host markets’ attractiveness, image and created incentives. Finally, with respect to marketing travel services, he conceptualized the idea of the “vacationer as a collector.” This approach seems to open new perspectives in the investigation of tourist behavior. In addition, Dr. Zurawicki has been a consultant to various institutions including the OECD, Ministry of Finance of Nicaragua, Ministry of Privatization in Poland and several private companies like American Express Bank, ARCOR (Argentina), and Ferroatlantica (Spain). He is a member of the Advisory Board of the Chief Marketing Officers’ Council. For ten years he was the International Academic Director and a Distinguished Visiting Professor in one of the top MBA Programs in Argentina. Dr. Zurawicki is an author of four books including “Neuromarketing: Exploring the Brain of the Consumer” (2010) and numerous articles in the first tier journals such as Journal of World Business, Journal of International Business Studies, and Journal of Business Research.
