Marketing Seminar - Associate Professor Kristin Diehl

Seminar Room 10.039 the Spot, Level 10, 198 Berkeley Street, Carlton 3010


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Associate Professor Nicole Mead

T: +61 3 9035 5955

PRESENTER: Associate Professor Kristin Diehl (USC Marshall School of Business)  
TOPIC: “Influencing Consumer Experiences: From Anticipation to Memory”

Experiences are vital to the lives and well-being of people; hence, understanding the factors that amplify or dampen enjoyment of experiences is important to them. For marketers it is also critical to maximize consumers’ enjoyment of experiences, making it more likely consumers repeat such experiences and share their experiences with others. In this talk I will share results from different research projects that examine how processes and behaviors prior to (i.e., savoring) and during experiences (i.e., photo taking) can affect enjoyment of well as memory of experiences.

Kristin Diehl's research focuses on two different areas: 1) how consumers search for and use product information, particularly in environments where search costs are low, assortments are large, and recommendation tools may be available. And 2) how people anticipate, experience, and remember events that unfold over time. In particular she is interested how taking photos during such experiences affects consumers’ enjoyment and memories of the experience. Professor Diehl has published in marketing and psychology journals such as the Journal of Consumer Research, Journal of Marketing Research, Journal of Marketing, Journal of Behavioral Decision Making, Journal of Retailing, the Journal of Personality and Social Psychology, Journal of Experimental Social Psychology, and Psychological Science. In 2010 she received the Early Career Award from the Association for Consumer Research. Professor Diehl is a member of the Editorial Review Boards of the Journal of Consumer Research, the Journal of Marketing, and the Journal of Consumer Psychology. She previously served as Associate Editor for the Journal of Consumer Research and the International Journal of Research in Marketing. Professor Diehl teaches classes on consumer behavior at the undergraduate, MBA, and Ph.D. level as well as an honor seminar on the undergraduate level. In 2017 she received the Evan C. Thomson Faculty Mentoring and Leadership Award from the Marshall School of Business.

RSVPs are not necessary.